Non-Olympic sponsors make hay as ad blackout period ends
Aviva and other non-Olympic sponsors are running advertising in today's newspapers featuring Olympic athletes as they seek to take advantage of the end of the advertising blackout period.
Brands including UK Athletics main sponsor Aviva, Volvo and Virgin Media have taken out Olympics-related advertising to capitalise on today’s ending of the blackout period, which prevented non-sponsors from using Olympic athletes in adverts during the games.
Aviva is running a high-profile campaign in papers including the Independent, The Telegraph, The Sun and The Guardian, which stars Olympic athletes including Jessica Ennis and Mo Farah.
The tagline states "we gave them our backing. They gave it their all" and draws attention to the fact it has been the main sponsor of British Athletes for over the last 12 years.
Aviva’s campaign comes after Marketing revealed Aviva and UK Athletics are set to part ways from their £8m a-year sponsorship deal, as the sports governing body moves to a multi-brand sponsorship model.
The creative from the Aviva campaign directs readers to the brand’s Facebook page, where it is running a competition to win a day with Olympic gold medallist Jessica Ennis.
The Volvo campaign, running in the Daily Mail, Times and Guardian, draws attention to the car brand’s sponsorship of British sailors including Olympic gold medallist Ben Ainslie and silver medallists Saskia Clark and Hannah Mills.
Creative includes the different Volvos the sailors drive and states: "Team Volvo sailors, champions, legends on and off the water. Performance matters. With the drive to achieve your ultimate goal, your Volvo is designed around you."
Virgin Media is jumping on the bandwagon by making use of its partnership with legendary Jamaican sprinter Usain Bolt, who became the first sprinter to win the gold medal in the 100m and 200m in consecutive Olympics.
The creative by Bartle Bogle Hegarty features Bolt doing his trademark celebration and references Virgin founder Richard Branson by pronouncing: "Richard’s been busy doing the double (That’s doubling broadband speeds)".
Separately, Paralympic sponsor Sainsbury’s has launched a press campaign to support the launch of its Paralympic television campaign starring David Beckham.
The press activity stars Paralympians Jon-Allen Butterworth, Jonnie Peacock and David Weir and prominently displays the campaign’s ‘here’s to extraordinary’ strapline.
This article was first published on marketingmagazine.co.uk
- Mo Farah helps Virgin Media to add record cable customers
- C4 Paralympic ad slots attract big advertisers
- Olympic sponsor awareness improved during Games, research claims
- Stephen Maher: How the Olympic spirit can help get us out of recession
- Bolt and Farah help DCMS to thank Britain in new 'GREAT' ads
- Google tracks uplift in digital campaigns around the Olympics
- UK sports set to cash in as brands eye Olympic uplift
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Agency Candidates Required Michael Page Digital GBP25000 - GBP50000 per annum, Guildford
- SEO Manager Michael Page Digital GBP30000 - GBP40000 per annum, Manchester
- SEO Manager Michael Page Digital GBP30000 - GBP50000 per annum, Manchester
- Blippar connects disjointed families, says MEC executive
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Heinz brings back invisible bottle of tomato ketchup
- Polycell gets cheeky in crack-filler campaign
- Initiative scoops Amazon global media business
- Marks & Spencer loses AdWords battle to Interflora
Forget the digital cluster bomb – be more like Bob
It’s said that the average person is exposed to 30,000 marketing messages a day. To me that’s worrying news for us marketers – especially if it’s your job is to build marketing relationships with consumers.