US brand-building expert Denise Lee Yohn argues, in an opinion piece from Forbes.com, that many brands hitch their wagon to the olympic Games but few get it right…
When the 2016 Olympics kick off on Friday, many advertisers will be crossing their fingers that their Olympics sponsorship will pay off. Their hopes will be misplaced if they haven’t executed on their sponsorship with the right advertising.
Companies can sign up for different levels of sponsorship, ranging from Worldwide Olympic Partner to Official Supplier. Each comes with different terms dictating how Olympics-related logos, names, images, etc. can be used in advertising, on uniforms, in apps, and now even in Tweets. The Olympic Partners (TOP) program, the highest level of Olympic sponsorship, can cost over $200 million these days. Spending that kind of money, advertisers are right to expect a return. But results show that hefty sponsorship dollars don’t automatically translate to a successful campaign.
A comparison of Adidas’s and Nike’s campaigns for the 2012 London Olympics illustrates this point. Adidas spent $127 million to $156 million to be the “Official Sportswear Partner of the London 2012 Olympic Games and the London 2012 Paralympic Games.” Nike paid considerably less for a “tier-three” sponsorship which allowed it to outfit most Brazilian national teams for the 2012 London and 2016 Rio Games. Yet, in a move that some label as ambush marketing, Nike shot commercials in places around the world named London and timed the campaign launch to coincide with the Games opening ceremony.
Adidas’s “Take the Stage” commercials showed top British athletes in short clips with a voice-over that emphasized the mental challenges of competing at the highest level on the global stage that is the Olympics. Nike’s campaign, “Find Your Greatness,” featured everyday people striving to excel, including a chubby teenager slogging out a jog on a long, empty road, struggling but persevering.
You can read the full article here.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]