InsightReport /Special. Studio OutputLondon 2012 round-up.August 2012This special edition of the StudioOutput Insight Report takes a look atsome of the marketing that took placeat the London 2012 Olympic Games.From the brazen to the inconspicuous,print to digital, major sponsors tosneaky ambush marketers, it givesyou a handy snapshot of who didwhat, and how well it worked.Bright ideas for inspiring brands.
Print & outdoor:Metro covers.Print played a major part in the run up toLondon 2012, with a particular focus onnewspapers and programmes thatvisitors to the Games would see first.The first thing most visitors picked up wasthe Metro, and as part of a £2.25m tie-upwith Adidas they put together a series ofunique cover-wraps, with limited editionprints available at Adidas stores.Insight Report/Special. London 2012 round-up.
Print & outdoor:Adidas and Lloyds TSB.Brands have taken differing views ofthe Games, from the empowermentof athletes to sport across the nation.Adidas are once again leading thevisibility stakes with brand-led storiesfrom athletes, celebrities and families –seeking to play on the fan’s passionbefore and during the Games.Taking an alternative route, Lloyds TSBhave been somewhat more customer-ledthroughout the games, with their focusbeing primarily on bringing families andschools into sport and using sport as theirvehicle – quite a clear difference in theirtarget audiences!Insight Report/Special. London 2012 round-up.
TV & video:Adidas.TV advertising and online content has ledthe pack in terms of creative work frombrands and their agencies.Adidas pulled out all the stops with acombination of ‘Adidas is all in’ adverts,some featuring superstars such as SnoopDogg and Warren G playing basketballagainst Team GB – and UK-based starslike Tom Daley and Jessica Ennis heroedin their ‘Take The Stage’ series.‘Adidas is all in’ – Snoop Dogg & Warren Gyoutube.com/watch?v=PyxgwA6PvnI‘Take the Stage’ – Tom Daleyyoutube.com/watch?v=L47_Efa1umI‘Take the Stage’ – Jessica Ennisyoutube.com/watch?v=Ke1Ilm6joO0Insight Report/Special. London 2012 round-up.
TV & video:British Airways and McDonald’s.Some brands have sought to play to thepassion of the fans a little more,overlooking the superstars of theGames to the homegrown audience.British Airways took a slightly skewedview for an airline – telling people to stayat home. Of course, the cynic thinks thatless outbound flights probably allowedthem to service a larger number oftourists coming in to London…Finally, McDonald’s showed the ‘GamesMakers’ in the Olympic Park, feeling thespirit. No real look at the food but wewere a bit warmer inside after watching.British Airways – TVCyoutube.com/watch?v=M6VzhDE1WsoBritish Airways – documentaryyoutube.com/watch?v=S-G7ayhPetQMcDonald’s ‘We All Make the Games’ – TVCyoutube.com/watch?v=aDiDSTJcEycInsight Report/Special. London 2012 round-up.
Use of digital:Coca-Cola and P&G.Digital has played a major role in many ofthe sponsor brands activity throughoutthe Games, with many linked heavily totheir TVC and print content.Coca-Cola took their youth-focused‘Move to the Beat’ activity and turned itinto an online game, giving fans theopportunity to create their own contentto share on social media.On the other side of the coin, P&Gcreated a ‘Thank you, Mom’ website thatencompassed all their brands, givingOlympians and customers theopportunity to thank their mother. It’sarguably been more successful than anyof their individual brand’s activitythroughout the Games.Coca-Cola ‘Bring your beat to London 2012’ – gamecoca-cola.com/theolympics/en-USP&G ‘Thank you, Mom‘ – websitethankyoumom.pg.com/thank-you-momInsight Report/Special. London 2012 round-up.
Use of digital:EDF and British Airways.EDF’s takeover of the London Eye sought toshow London’s Twitter sentiment towardtowards the Games in real time – a risksome would say (given most Londoner’scynicism before the Games!) but a veryinteresting use of such a public space.British Airways built on the ‘HomeAdvantage’ concept discussed earlier bycreating a number of digital concepts; froma ‘social symphony’ that pulls in tweets tobuild a song, to a Streetview mash-up thatmixes the BA TV ad with Google Maps.EDF ‘Energy of the Nation’ – campaign sitelondoneye.com/EDFEnergy/British Airways ‘Home Advantage’ – websitetaxi.ba.com/Insight Report/Special. London 2012 round-up.
Also-rans:The other London.Despite Lord Cog’s attempts to silence it,Ambush Marketing has been prevalent atLondon 2012.Nike led the charge with their ‘Find yourgreatness’ campaign, through the cleveruse of other Londons around the worldand real-people finding their ‘greatness’.Nike certainly weren’t alone, as PaddyPower hit the headlines with theirsponsorship of an ‘International AthleticsEvent’ in London, France. A cockyattempt, but one that was ultimatelycaught by Locog and the ASA.Nike ‘Find your greatness’ – videoyoutube.com/watch?v=_hEzW1WRFTgInsight Report/Special. London 2012 round-up.
Also-rans:The other guys.Ambush and surprise marketing wasn’t limitedto those of us on the outside of the athletes’village and event spaces…BMW’s Mini brand made its way into the ‘strictlyno advertising’ arena by providing remotecontrol Mini Coopers to deliver the shot-put,javelin and discus back to competitors (andgetting some solid TV time in too).Elsewhere, Beats by Dre headphones were seenahead of almost every event after everyOlympic athlete was offered a free pair to wearover the course of the games. Creative agencyHanson Dodge found their way into the arenastencilled on the arm of controversial US runnerNick Symmonds.Last but not least, Pasante and Ansell Ltdentered the athlete’s village with their Kangaroocondoms – ‘for the gland down-under’.Insight Report/Special. London 2012 round-up.
InsightReport/Special.If you’d like to know more aboutStudio Output’s work, call Sam Allenon +44 (0)20 7239 9283 or firstname.lastname@example.orgBright ideas for inspiring brands.