Promise of the Olympics on show in the best City in the world (in my opinion) had me rubbing my hands at seeing the very best ideas that could make this a memorable experience for everyone – not just those ticket lottery winners.
I was interested in what brands would be doing to make the most of the millions of people who’d make the trip to visit the capital and soak up the atmosphere. How would they capture the hearts and minds of a nation and provide something to talk about beyond the milliseconds, photo finishes and inevitable world-records to come?
Unfortunately, using the Olympics to promote your brand is something only reserved for the sponsors and partners. Those brands who, no doubt, paid a lot of money for the privilege of such a high-profile opportunity. But was the expense worth it? Did they make the most of the opportunity and create something that perfectly presented their brand on the world stage?
Here’s my very own Olympic ceremony for by the partners and sponsors of the 2012 Games:
Coca-Cola presents Move to the beat
The good side of this campaign is that the idea focuses on one thing and uses many ways to get the message across, while placing live experiences at the heart. Sadly, it throws so much money at it, the activity becomes overpowering, making the experience feel fake, forced and very corporate.
Adidas ‘surprise’
Using the power of celebrity is a sure-fire way to turn a simple photobooth experience into something that can be enjoyed by everyone. Going for the obvious PR angle, but who doesn’t want to see girls gush and boys gush even more when confronted with Goldenballs himself? Actually, not a huge amount. Proving that even Beckham won’t guarantee those sought-after viewing figures -which is why this gets my silver medal.
Cadbury House
I always felt the Joyville campaign gave more than a nod to Willy Wonka. But who cares? It’s WILLY WONKA! Despite it’s size, I don’t feel this experience lives up to its potential. Go online to find out more and instead you’ll find a site that talks about a lot of different campaigns – Spots vs Stripes, on-pack wins. It’s a little confused. However, if the experience was closer to delivering what the TV ads promise and made the campaign more single-minded, I think this would be a personal best.
Now the closing ceremony is complete, the Olympics will be remembered for many things. Unfortunately, a strong and well-executed idea is unlikely to be one of them. Let’s hope, once the Olympics is over and the restrictions of live activity in the capital lifted, that a brand who’s looking to stand apart from the crowd favours a more intelligent approach.
