Top London 2012 marketing campaigns
With less than three weeks to go until the London 2012 Olympic Games get underway, the event’s official sponsors have begun ramping up advertising campaigns that tap into the growing enthusiasm for all things sporty in an attempt to maximise their exclusivity rights.
From the tear inducing ads from P&G to the Mark Ronson starring Coca-Cola ad ‘Move to the Beat’, Marketing Week chooses five of its best Olympic marketing campaigns.
Adidas – Take the Stage
The sportswear giant’s Take to the Stage campaign is entering the home straight this month with what it claims is its “largest ever UK marketing spend” over the next six weeks. So far, the brand has roped in David Beckham as well as Team GB athletes Tom Daley and Jessica Ennis to make sure it’s flying the patriotic flag. It also featured some stars from the world of music such as rapper Wretch 32 and producer Example. Ask your kids (nieces and nephews).
The TV ads are clearly trying to capture the house-party vibe the brand established in previous ads and there’s clearly surprises in-store for Adidas fans over the next month. However you can’t help thinking that all the noise surrounding the campaign is anticipation of the inevitable Nike ad that will look to bigger and louder than anything else out there.
Coca-Cola – Move to the Beat
Coca-Cola has named its Olympic push ‘Move to the Beat’. And boy does it want people to move. So much so that it roped in producer Mark Ronson and singer Katy B to put together a tune in the hope that people would indeed move to the beat.
Billed as something that brings teens closer to the Games by “fusing music and sport”, the campaign has seen some pretty cool activations so far this year including live music events across London and an opportunity for fans to make their own version of the campaign’s song.
P&G – Thank You Mum
In contrast to the strong and persistent nature of sports, P&G is trying to emphasise the warm and softer side of life in its Olympic activity. The FMCG company’s Thank You Mum initiative is different from anything else out there with a strategy that celebrates how mums everywhere will do anything for their children, whether they are an Olympian or not.
With spots that will make event the hardest among you shed a tear, P&G’s Olympic campaign has also highlighted the roles of fathers and sports coaches play in athletes lives. As we draw closer to the Games opening ceremony it will be interesting to see how the company ties all these threads together under the one theme.
Cadbury – Spots vs Stripes
Cadbury may have been quiet when it comes to its Olympic-themed Spots vs Stripes campaign in recent weeks but its safe to say that big things are in-store for the London 2012 themed campaign over the next few weeks. Launched in 2010, to drum up early excitement in the Games, Cadbury has spent the last two years building on the campaign with a raft of ticket giveaways, competitions and experiential events to play up the competitive angle.
It may not be to everyone’s liking, but you have to admire a campaign that attempts to stay fresh and relevant over such a long-period of time. With Cadbury saying that the campaign will end with something big later this month this is one to definitely watch out for over the next few weeks.
Omega – Start Me Up
It’s been 80 years since Omega first timed an Olympic Games and 50 years since the Rolling Stones first formed. To mark the dual event, the watch maker kicked off its advertising campaign for the tournament with a TV spot soundtracked by the rock band’s classic hit ‘Start Me Up. The ad focuses on Olympic hopefuls including, British heptathlete Jessica Ennis, US
sprinter Tyson Gay and Chinese diver Chad Le Clos, as they follow their routines in the crucial minutes before a competition.
It’s a great spot that sums up how those moments for athletes can really set the tone for a potentially life-changing performance.