Everyone is on the Charm offensive.
Wed 30th July, 2008
By Joo Teoh
BOCOG has worked hard to make sure that everyone is as accommodating as possible...this includes the traffic police as well!
Athlete flats double in value…
Wed 30th July, 2008
By Joo Teoh
While the west might be feeling the impact of the credit crunch and lack of liquidity, it seems that the Olympics is having an impact on value of housing in Beijing. Not just any old housing however – we’re talking about the Beijing Games athlete apartments. These are being positioned as highly sort after real estate, positioned parallel to the Olympic Green – a stone throw away from the Bird’s Nest and the Water Cube in downtown Beijing.
Apartments are being snapped up quickly as people rush to benefit from the Olympic boom time. The price is $4,400 per sq. metre or 30,000 local currency that’s well over double the market rate for real estate in Beijing city centre, but it doesn’t seem to be deterring purchases. A report in the China Daily estimated that 2/3 of the flats had been sold since they went on the market in December and there are only 500 left from an initial 1,300!
The Village will be renamed Dream World 2008 after the Games. And it has been a real dream bonanza for developers, as the development cost has not been much higher than ordinary housing projects. More importantly profit hasn’t been eroded as the flats haven’t required usual levels of marketing and sales promotion. The Olympics are seen as a guarantee of quality workmanship. Most buyers like the cache of living where Olympians have lived, they also like the convenience of proximity to excellent sporting facilities and the eco-credentials of the flats themselves.
Is now therefore a good time to cash in depressed prices for London apartments?
Corporate Clock is ticking in the heart of China.
Sat 26th July, 2008
By Charles Jefferson
Took time out to check Tiananmen Square and glad to remove myself from the bombardment of commercialism that seems to have enveloped Beijing… finally a clean venue! Well not quite. Since a 1,000 days out Omega’s Countdown clock has been ticking…beside Chairman Mao’s resting place. However on reflection it felt right.. Omega has heritage with the Games (since 1932) and has stature that doesn’t desecrate such a venerable site.
What this demonstrates is the power of an Olympic contract. Omega can depend on the fact that the IOC mandates to any Organizing Committee that an Olympic countdown clock has to be branded by Omega. And what does every Organizing Committee need to focus attention... a countdown clock!
It’s becoming more difficult to differentiate. We all know that to drive awareness of Olympic sponsorship you have to spend. And in Beijing the TOP and BOCOG sponsors are spending big time. Every bus, every bus shelter, every outdoor, every subway billboard is someway associated to an Olympic Games sponsor. And who wants to have to escalate against Coke, Visa, Panasonic…
So think creatively and negotiate upfront whether it be with the IOC so that they have to deliver though the OCOG or with the OCOG itself. Omega are not the only brand to negotiate contractual obligations through the IOC. Visa mandate that they are the only payment mechanism within Olympic sites – Visa delivers an exclusive ATM service for the duration of the Games configured only to accept Visa through a partnership with the Bank of China. Coca-Cola have exclusive right to supply hot and cold drinks to all Olympic Venues and in the run up to the Games if you want to ship anything to the Olympic Green you can only use UPS. In fact no other courier can deliver to any Olympic venue. Negotiating cast iron supply contracts help to protect brand platforms, reinforce capability credentials and help deliver business.
Delivering the Games - UPS
The Beijing Subway is totally saturated. From back lit posters, to 48 sheets and from HandGrips to tunnel advertising.
Good to see that 90% of all signage is Olympic related though. And mostly owned by BOCOG sponsors… There’s a lot of similar creative that seems to be blending in and its tough to get a distinct message through to consumers. I’ve mentioned before the saturation of iconic images such as the Bird’s Nest… that nest is everywhere. However one campaign has stood out as simple, iconic and communicating exactly what the brand is doing at the Games… UPS - the Official Courier provides global and local delivery solutions for the Beijing Games.
UPS have a long heritage in investing in athletes through their "Athlete Training Assistance Programme" that since ’95 have assisted over 35 athletes to pursue Olympic glory. UPS have sponsored athletes by offering part time employment to allow them to train and deliver their best at the Games.
So its only fitting that the "Men in Brown" are helping to not only provide a gold service delivering equipment to the Games but also a medal winning performance on track as well.
Ambush
Is it acceptable for a brand to associate with the Games without contributing to help make it success? Does this have a real impact on how brands are perceived by consumers? Below are some classic examples of past Olympic Ambushes. It is important to note that these examples do not contravene Olympic guidelines and show how savvy brand managers have disrupted the Olympic landscape:> Linford Christie's Puma logo contacts at the 1996 Olympics, where Reebok was an official sponsor.
> American Express's ad campaign in the VISA-sponsored 1994 Lillehammer Winter Olympics, featuring the slogan "If you are travelling to Lillehammer, you will need a
passport, but you don't need a Visa!"
> Kodak sponsors 1984 TV broadcasts, despite Fuji being Olympics' official sponsor. Fuji returns favour at Seoul 1988 Games
> Nike sponsors 1992 news conferences with the US basketball team. Michael Jordan accepts the gold medal for basketball and covers up his Reebok logo
> Qantas Airlines' slogan "Spirit of Australia" in 2000 coincidentally sounds like games slogan "Share the spirit" to chagrin of official sponsor Ansett Air
Whilst at the local ATM saw that Citibank wants us all to “Cheer for China” and the 5 colour explosions are pretty symbolic of the five rings… and should they have a right to wish China good for Gold?
On every corner store there is a challenge to the sponsors… creating further confusion and adding to global melee of communication. Even the local Silk Market ( 5 floors of rip of stalls selling every fake brand under the sun…. so only right that they should rip off the Beijing Slogan – “One World One Dream” has become “One Dream One Shop”. Whilst they get away with a play on a slogan they step over the line with using the Bird’s Nest – an official Olympic venue.
Olympic Fever...
Those five rings get everywhere… Official Sponsors are explicitly forbidden to use the rings as a graphic device by the IOC. As the most recognized symbol they have to protected from within however everywhere you turn somebody has translated something into the rings…
Maybe I’m starting to see the rings everwhere, just this evening in men’s urinal I thought I saw another contravention of the rings…. Or am I reading too much into this!!!
Sustainable Solutions
Since being in China I have been very impressed with the obvious focus on sustainability in delivering city infrastructure… I have noticed that solar power is playing a fundamental role in delivering lighting and signalling infrastructure to this city…. Something that maybe the new London Mayor should be thinking about… Traffic Lights around Tiananmen are all solar powered.
A Hush in Chinatown
Friday 25th July, 2008
By Seth Holmes
With over 100,000 Chinese in London alone one might have expected the Beijing Olympics, the proudest moment in China’s modern history, to register on the radar of a very patriotic group of ex-pats. Not so. A swift visit to Chinatown yesterday uncovered no signs of Olympic life and a brief stop at the Chinese cultural centre confirmed no planned events to celebrate the games in any way.
Chinatown: The usual buzz, but not an Olympic one
This of course doesn’t stop individuals and related groups from organising their own events, but it begs the question as to whether patriotic fever spreads from a host country to its ex-pat communities? Will British communities up and down the Costa and as far away as Oz be engaging with a sense of national pride and identity in 2012? Do sponsors take this into account when targeting?
The first signs of TOP sponsors activating Olympic associations are emerging with both Coca-cola and Samsung launching campaigns this week. Coke go on pack across all core brands with a ‘Go for Gold’ on pack promotion offering unique experiences and trips through August, supported by a £2.5m spend in TV, radio and outdoor media. The promotion feels both generic and far removed from Beijing and the games, and illustrates the difficulty of creating standout from the tried and tested ‘win a trip to the games’ promotion.
We might expect more campaigns to break in the second half of the Olympics focusing on the handover, especially from Tier 1 2012 sponsors. But is this low level of marketing activity from TOPs indicative of a games in a far off region that has little relevance and traction in the UK, or is there a political and cultural desire not to associate or promote their product in relation to China and Beijing?
Birds Nest
Weds 23rd July, 2008
By Charles Jefferson
Walking from my hotel through the Olympic Green (main Olympic park) to GE's Imagination Center will take 45 minutes each day. The Green is massive! And I am probably only walking half of it! It's hazy, hot and humid. About 90% humidity! Get through the validation check point and am confronted by an image I have seen many times plastered on sponsor communications - the Birds' Nest.
Built by Herzog & de Meuron Architects and ArupSport it has a capacity of 91,000 and cost USD 500,000 - pretty good value when you think what the new wembley cost! It's 330m long by 220m wide and 69.2m tall. It is made out of 36km of unwrapped steel and weights 45,000 tonnes. Its definitely iconic and will probably be the lasting memory from the Games.
But what I love about this build is the attention to detail...
these little beauties light up the pathways that guide people to the Nest.
Rehersals..
As I was walking by the Nest they were obviously rehearsing the Opening Ceremony....
...drummers wait their turn to go into the stadium. From what I heard we're in for a pretty special event...the noise of what must be over 200 kettle drums was pretty fantastic.
Watercube at night
Walking back from the GE Imagination Center and came across the Watercube all lit up. Heard about this venue from talking to the GE Lighting team but didnt know that it flashed different colours at night! Pretty spectacular. BOCOG have got some pretty stunning venues...we've got a lot to live up to in 2012.
Access All Areas
Weds 23rd July, 2008
By Charles Jefferson
Time to get my accreditation validated. Jumped in a cab armed with post-it note to guide my taxi driver to the Official Accreditation & Uniform Distribution Center. Number of these stations around Beijing, mostly to distribute uniforms to the army (100,000+) of volunteers... adidas has done a good job the uniforms look great with a highly decorative red or blue pattern. They really stand out in a crowd!
So we got lost as it ends out my taxi driver didnt know where the address on the post it note was... a few frantic calls later and Annie gets him back on track. Once there the system again is very fluid... Army Guard asks for "Passport". Check...Smile. Waves me through... Then more smiling people guide me to the validation point. Unfortunately there's a problem with my accreditation... but no issue as resolved with some form filling and more smiles. Meet lovely lady who remembers doing my accreditation... she asks me if I know Son Hai at GE! Pretty impressive as she must have done thousands! Really well briefed team and all really excited about the Games.
My advice to anyone who has already received their accreditation is to get it validated at the airport - will save over an hour in taxi!
Rings saturation – not just the athletes competing!
Tues 22nd July, 2008
By Charles Jefferson
Buzzing around T5 taking in the new terminal, but disappointed by the singular lack of Olympic advertising or brand presence with less than 20 days to go. Same on the plane, maybe the next highlife inflight magazine will introduce a stronger strand of Olympic content. Nothing on BAs sports / lifestyle TV channel. Might have expected more from official carrier of GB Team on the Beijing route, but is it still early days for them? As the plane begins to taxi - Wendy Maxwell - member of GBR sailing team was wished best of luck by one of the cabin boys. Linked it nicely to them being proud sponsors of GB Team - so maybe the message is getting through. Glad to see she got an upgrade to business.
Since landing it’s not just the humidity that is saturated - everything is covered with Olympic rings. Getting cut through is going to be tough. Not just the athletes competing at these Games.
Through the morning mist, I think its mist, as we come to rest, I see a massive Panasonic Olympic billboard. One nil to the big boys (TOP).
From leaving the plane I am bombarded by official brands. Coke welcome us as the first brand followed quickly by Visa and Lenovo with smaller light boxes. Panasonic seem to have the biggest presence and have outspent the competition. Interesting to see that billboard content all pretty similar - everyone maxing on the iconic birds nest. Is this going to be the most over exposed image?
But for me the brand winner at the airport is China. We land in front of the most impressive airport structure - leaves T5 in its shadow. A low rising shard of steel and glass. Or is it a shark's fin? The reception is warm and we flow quickly through to passport control where everyone seems to be dressed in Official BOCOG uniforms. There is a simple but open queuing process - which could be challenged at peak times - that swiftly processes the tired travellers. We are invited to evaluate our visa controller's service. Gave her a "satisfied" as I thought "very satisfied" might over do it! Even a slight delay in luggage delivery was handled by a very personable carousel operator who personally apologises to groups of impatient travellers. An apology - when was I last apologised for poor service! One nil to the home team. Let the Games begin.
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