Behind Beijing

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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.

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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.

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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.

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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!!!

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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.