In talking with some British people, it became clear that sports play a big part in their culture. A tremendous level of pride has been shown in hosting the games as well. But one thing they bash American sports on is the amount of advertisements, or adverts as they say in London. At least in the US, ad space is a source of revenue and the thirty second commercial can command high prices, helping to break even on content rights fees. Trust me, these conversations were lengthy and heated. I do admit that soccer is a great sport to watch on TV, your guaranteed 45 minutes of uninterrupted action twice. Below are some interesting ads that caught my attention in London.
British airways, an official sponsor of Team GB, had a #HomeAdvantage campaign in print and on boards in the Underground. The messaging actually asked residents of the UK to support their team by not traveling on holiday. Some Londoners may skipped town to avoid the boost of visitors attending the games. The strategy British Airways pursued was to boost good feeling towards the Great Britain flag/identity which they hope will be ingrained in their markets mind the next time their market books a flight. Though it is an interesting strategy to tell people not to use their service.
The IOC and NOCs don't sign any sponsorships in the beer or liquor category. Jack Daniels created a presence in London through ad spaces facing platforms in the Underground. It's key messaging focused on its gold medal awards won in international competitions. The brand, one of the most famous US liquors, is seeking to have a presence in international markets. With clever and specific word use, the company hoped to piggy back on the theme of world class quality that the Olympics athletic competition is all about.
Nike, the third most recognizable brand in the world, is not an official Olympic or London 2012 sponsor. It's competitor, Adidas, is an official sponsor of London 2012. The company is widely assumed to be the first to use ambush marketing strategy. This year was no different. The day before I left Nike rolled out its 'Find Your Greatness' to the world, though people in Tracktown USA (Eugene, OR) got a taste at the US track and field trials. The campaign supports and celebrates the sport activities of the everyone. After all if you have a body, you are an athlete. The ads claimed that greatness is within us all, all we have to do is keep living our dreams and playing our favorite sports. Coincidence that the theme of London 2012 is 'inspire a generation'? I don't think so. The ad campaign features digital components online and through social media. The majority of the ambushing took place on the streets in London. Nike decked out several targeted Underground stations to get the valuable 'first shot' at consumers. A diverse amount ads were created around the many different sports people love.
Being a sponsor of the Olympics is a privelege that only a few companIes can claim and actually afford. Having access to the Olympic Rings and their color ways was not necessary for Nike and not possible for Jack Daniels. The association British Airways created hopes to pay off in the long run. I think the British people and I would conclude that we were all exposed to adverts while being in London during the Games.
British airways, an official sponsor of Team GB, had a #HomeAdvantage campaign in print and on boards in the Underground. The messaging actually asked residents of the UK to support their team by not traveling on holiday. Some Londoners may skipped town to avoid the boost of visitors attending the games. The strategy British Airways pursued was to boost good feeling towards the Great Britain flag/identity which they hope will be ingrained in their markets mind the next time their market books a flight. Though it is an interesting strategy to tell people not to use their service.
The IOC and NOCs don't sign any sponsorships in the beer or liquor category. Jack Daniels created a presence in London through ad spaces facing platforms in the Underground. It's key messaging focused on its gold medal awards won in international competitions. The brand, one of the most famous US liquors, is seeking to have a presence in international markets. With clever and specific word use, the company hoped to piggy back on the theme of world class quality that the Olympics athletic competition is all about.
Nike, the third most recognizable brand in the world, is not an official Olympic or London 2012 sponsor. It's competitor, Adidas, is an official sponsor of London 2012. The company is widely assumed to be the first to use ambush marketing strategy. This year was no different. The day before I left Nike rolled out its 'Find Your Greatness' to the world, though people in Tracktown USA (Eugene, OR) got a taste at the US track and field trials. The campaign supports and celebrates the sport activities of the everyone. After all if you have a body, you are an athlete. The ads claimed that greatness is within us all, all we have to do is keep living our dreams and playing our favorite sports. Coincidence that the theme of London 2012 is 'inspire a generation'? I don't think so. The ad campaign features digital components online and through social media. The majority of the ambushing took place on the streets in London. Nike decked out several targeted Underground stations to get the valuable 'first shot' at consumers. A diverse amount ads were created around the many different sports people love.
Being a sponsor of the Olympics is a privelege that only a few companIes can claim and actually afford. Having access to the Olympic Rings and their color ways was not necessary for Nike and not possible for Jack Daniels. The association British Airways created hopes to pay off in the long run. I think the British people and I would conclude that we were all exposed to adverts while being in London during the Games.
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