Sunday 18 March 2018

Brands on the run for the Olympics

THE Olympic games will be the biggest stage for hundreds of athletes who arrive with different talents, profiles and commercial potential.

For blue-chip athletes, such as Usain Bolt, the games will be an affirmation of their athletic prowess and will also provide an opportunity to promote various brands.

At the other end of the scale are athletes who may be almost unknown at the moment but will be household names by the time the Games close.

It will be a similar story for brands and sponsors, and a new survey on brand recognition shows that it is not just athletes that will need to bring their 'A' Game to London over the next few weeks as over 50 brands compete for attention.

The research from Pembroke Communications confirms that if you want to have a successful Games, you have to spend or risk being overshadowed by your rivals.

While 82pc of those surveyed said they could name a main sponsor of the Games, only three -- McDonald's, Proctor & Gamble and Coca Cola -- scored 40pc or better. After that, the next highest was Visa with 20pc.

In an Irish context, some 56pc said they could name a sponsor of the Irish team, with Electric Ireland/ESB being named by 59pc of people. There is a huge drop off after that, to Cadbury, Proctor & Gamble and Asics at less than 20pc.

"London 2012 is being held during one of the most cluttered sporting summers we have ever seen and there is already some confusion amongst the Irish sporting public as to who sponsors the Olympics and indeed who separately sponsors London 2012," says Pembroke.

"The message seems to be that with 25 brands involved as either an official partner or an official supporter, only a few are having any real cut through at all; and that is before you even mention the 28 London Olympic providers and suppliers.

"Corporate supporters of Team Ireland on the other hand can be very happy with their performance pre-London with both prompted and unprompted awareness of sponsors Electric Ireland, Proctor & Gamble and Cadbury in particular showing up very well."

O2 thinks big

'Think Big', the social action programme from O2 and Headstrong which is said to enable young people to do projects in their local community that make a difference to young peoples' mental health, has launched a new promotional cinema advert, which is appearing on cinema screens across the country.

The ad, which is part of a six-figure national campaign, will run at 223 screens nationwide coinciding with the summer blockbusters, and will also feature in online pre-rolls on YouTube and on Muzu TV on Xbox.

O2 chose cinema as the main channel to promote Think Big this summer due to its continued popularity with Irish consumers in general, and young Irish people in particular.

Ireland continues to have the highest per capita cinema admissions in Europe, and 57pc of all cinema-goers are aged between 14 and 25, which makes the cinema a highly targeted option.

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