Coca-Cola,
have sponsored the Olympic games going back to 1928, and this year are once again one of the
brands vying for gold between companies eager to capture the world’s attention
that the Olympics generates. Their global campaign #ThatsGold is running in 50
countries and features athletes from around the world. The
global Olympics campaign uses footage of 79 athletes from 23 countries across a
variety of sports, from swimming to badminton. The name of the campaign
#ThatsGold implies that golden moments can happen every day, far beyond the
podium of sporting success. Rodolfo Echeverria, Vice President of Global Creative,
says that “For Coca-Cola, gold moments are made of special feelings – joyful,
refreshing, sharable – all of those moments that make you feel gold, just like
the feeling of drinking an ice-cold Coca-Cola.”
The campaign is supported with marketing and experiential
activity, which includes a Coca-Cola Olympic Station (a hangout area for teens
in Rio) enabling young people to engage with the Olympics in a way that is more
accessible for them.
Samsung
Electronics Australia launched a powerful digital campaign #DoWhatYouCant, as
part of their sponsorship of the 2016 Rio Olympic Games.
The brand has partnered with Australian Olympians and
introduced a four part content series sharing the stories of athletes’
determination for personal progress. This campaign goes in line with Samsung’s
broader aim to adopt a ‘human focus’ in its marketing, as the brand has made a
big step change to focus on how technology can help people.
The ‘Do What You Can’t’ mini-series highlights personal
battles of sacrifice, illness and never giving up. The series features four
Australian athletes and champions what the athletes have been through, as well
as the wider qualities they represent. Samsung is a company built on a
heritage of defying barriers, by doing what others think isn’t possible, #DoWhatYouCant campaign is a great example of these
brand values and inspiring people to reconsider the barriers of success.
With the 2016 Olympic Games in Rio starting this weekend, athletes
are in the media spotlight all around the world. It therefore comes as no surprise that brands
are trying to find new and cutting-edge ways of getting involved. Puma decided to talk to the audience in the fastest-growing
language in the UK – “Emoji” - and introduced “Boltmoji” - an emoji keyboard
featuring the world’s fastest human, Usain Bolt (AKA Lightning Bolt). The app is available on both Apple and Google
Play with 41 emoji’s that range from Bolt's victory pose to Puma
running shoes.
Puma is not the only brand sponsoring Usain Bolt, as the world’s
fastest human started appearing on Virgin Media ads from London Olympics in 2012.
This year Virgin Media launched a
campaign using a series of sequences that are 9.58 seconds long – the world
record 100m time Bolt set in 2009.
Contrary to the majority of TV ads, this ad does not push any
specific Virgin Media packages, as the Virgin Media team comment that
“It is designed to be a celebration. A celebration of speed...”
This weekend bottled water brand Buxton will be sponsoring the annual London 100 cycle ride. Along with Evian, Buxton is probably one of the most recognisable bottled water brands and is owned by Consumer goods giant Nestle. Their latest campaign with the alternative spin-off tag-line "pumping up Britain" is aimed at sporting events this year in a bid to support making Britain more active. With energy drinks becoming increasingly scientific and popular amongst athletes, Buxton have smartly recognised the trend and utilised a slogan that reflects being energised and 'pumped up' for activity. Of course water will always be the most effective way to maintain hydration and energy, but Buxton have realised they need a clever ad campaign that exudes excitement and anticipation for something as simple as water.
This won't be the first event Buxton have involved with in 2016 - in April they handed out free bottles to participants at the London Marathon from mile three. Later on in the year they are hosting the international Urban Trials competition where stunt rider Andrei Burton and a team of world and UK extreme champions will undertake a series breath-taking challenges using a 'mini-Buxton' town as obstacles and platforms.
If you are competing this weekend make sure you are responsible and keep yourself hydrated and naturally pumped up.
On the 20th of June I started my internship at
Pure Media. Stepping out of Cannon Street station I encountered torrential rain
and soon learned I was armed with an un-supportive umbrella. So, my first task
was to navigate my way to the office, fighting to hold my umbrella up and
trying to keep all of my paperwork dry. Somehow, I managed to fail at all of these. Great
start! What should have been a 20 minute walk to the office in Farringdon took
me an hour and 10 minutes. Finally I arrived with a broken umbrella and all of
my paperwork completely soaked. However, when I did eventually arrive, I
received a warm welcome from the team and immediately felt at ease.
The first task given
to me was to produce some “Pure Quotes Of The Day” for the Pure LinkedInpage
and the Twitter feed. In the end I produced more than 60 over the course of the
week, 45 of which have gone live and I have received more than 18,000 impressions
from them. Along with that activity, I have also produced tactical badges
for the Twitter page and some tweets that were relevant to #trending topics and
events occurring on that day. During my time I was also uploaded sponsored posts
for a community engagement campaign.
As well as the social media side of things, I also participated in research and production tasks. This included researching
competitors of client brands and then producing documents outlining the work
these competitors are doing. These tasks particularly gave me an understanding
of different markets and an idea of how through marketing and multimedia you
can give your client an advantage over competitors.
I have thoroughly enjoyed my time here at Pure Media. The
team are very sociable and friendly. Through them I have been able to learn and
develop as a person, and so I would like to say thank you to Tara Marus, Katy
Clarkson, Paul Capleton, Rob Fullerton-Batten, Paul Scanlon, Simonne Mason,
James Crisp, Kos Antippas and Johnny Perryman-Colbert for everything they have
done for me over the past 5 weeks. Without a doubt I have become more
independent and have learnt more about what a career in media is like (and I
can now navigate my way from Cannon Street to Farringdon come rain or shine).
Perhaps most importantly thanks to my time here at Pure
Media, I can conclusively say that I am more; Social, Curious, Open,
Responsible, Entrepreneurial and maybe with a little more time… will become
more of an Expert at what I do.
Reviewers praised the overall experience of the game and the incentive to adventure in the real world, while noting technical issues that were apparent at launch. The game has quickly become one of the fastest downloaded and most used smart device apps, surpassing the previous record held by Candy Crush Saga in the United States. In the past few days the game has been downloaded by more than 30 million people worldwide.
Under Armour was founded in 1996 byKevin Plank, a then 23-year-old captain of theUniversity of
Maryland Americanfootball team. Plank
initially began the business from his grandmother's basement inWashington, D.C. Plank would spend his time
travelling up and down the East Coast with nothing but apparel in the trunk of
his car.
As a sportsman, Plank got tired of having to change out of the sweat-soaked
T-shirts worn under his jersey. He noticed however, that hiscompression shortsworn
during practice stayed dry. This inspired him to make a T-shirt using moisture-absorbingsynthetic fabric. Plank soon perfected the
design creating a new T-shirt built frommicrofibersthat absorbed moisture
and kept athletes cool, dry, and light.Major competing brands
includingNike andAdidaswould soon follow in
Plank's footsteps with their own moisture-absorbing apparel.
In 2013 Under Armour
launched their I WILL™ global marketing campaign. The I WILL campaign brings to
life the passion and determination that drives all athletes and Under Armour's
commitment to engineering innovative products that provide real performance
advantages. The athletes now contracted to Under Armour include the likes
of: Tom Brady, Jordan Speith and our very own Andy Murray to name a few.
Jordan Speith, is an American professional golfer who is
ranked third in the world. In 2015, Speith delivered a record-setting
performance to become the second-youngest champion in Masters history. In 2015, Speith triumphed at the Masters and the U.S. Open to become the
first male since 1922 to win two majors before his 22nd birthday. He will be hoping for similar success at the Open this weekend.
Andy Murray triumphed at Wimbledon in 2013 to become the first British male in
77 years to win the tournament. And unless you've been hiding in a cave you will know he then won his second Wimbledon title last Sunday, claiming a straight
set victory over Milos Raonic.
As the crow flies, it’s approximately 280 miles from 78 Cowcross Street (Farringdon) to Paris. Which equates to be c.570,000 steps in total. Between 5 of us that’s 114,000 steps each and over a week it works out to be 16,286 per day, 457% more than the average. Challenge accepted!
In short, we’re charging up our FitBits and between the five of us (Tara, Katy, Paul C, Rob FB and Paul S) we’ll be attempting to rack up enough steps, during one week, to have walked from Farringdon to Paris.
We’re also hoping to support the research of the BHF and possibly save some lives along the way…
The British Heart Foundation is a charity extremely close to Pure. Their mission is to win the fight against cardiovascular disease and to “fight for every heartbeat”. There are currently over 7 million people in the UK living with a cardiovascular disease…clearly way too many.
Please sponsor the #PureToParis and help us Fight for Every Heartbeat.
Bright lights in the big city marked the launch of
Similac in UK Boots stores yesterday, with Pure securing the iconic ad site
strategically placed above Boots in Piccadilly.
The global instant milk formula brand arrived in the UK
this week where it is exclusively available in Boots stores. The statement 23 x
5 meter digital ad site should ensure the likes of key competitors SMA and
Aptamil know it has arrived.
The launch will continue with further outdoor activity booked
later this month, running on 6 sheets in proximity to Boots stores as well as
targeted digital display and social media.
Pure won the account earlier this year after
demonstrating strong creative media solutions and smart targeting strategies.
“Discover
fashion online”. It not only encapsulates ASOS’ business model but also fits
perfectly into an ever smaller, ever more connected world. In spite of the wishes of the British public
globalisation is happening and ASOS know this. Their specific targeting of the
18-30 age group means that they invest very little in conventional advertising
instead focusing mainly on digital social media based campaigns. They have been
immensely successful in achieving this goal to date as seen through the sheer
number of followers they have on Twitter, c. 1m, as well as over 4 million
likes to date on Facebook...
They also
showed astute judgement in their sponsorship of Mclaren in 2014, they paid for
ASOS to be placed on the rear wing for the opening race of the season. However
due to a unique set of circumstances, it stayed there for the rest of the year
free of charge. This allowed them invaluable global visibility at a time when
they had just opened international offices in China, the USA and Germany and
launched a specialist Chinese website. With rounds of F1 being held in all
those countries.
Their latest use of
social media to garner attention and media coverage has been on point during
the Euros this year, with their offering of a modelling job for Birkir
Bjarnason, the Icelandic midfielder nicknamed Thor, receiving attention in the
national press showing their prowess in self promotion.
“Be more dog”
ditched for “more for you”. O2 claim
that their Priority scheme is the ‘gift
that keeps on giving’. The scheme provides customers with access to daily
gifts, concert tickets 48 hours before their general release, tickets to movie
premieres and (most importantly) food & drink deals. O2 Priority gives
people added value, hence the “More for You” slogan.
They have been the headline sponsor of the England rugby team
since 1995, and in 2003 launched a mobile video service offering customers to
download or stream video content related to the 2003 Rugby World Cup (Pretty
good year to do that, right?). In 2005, Telefónica O2 prolonged their association
in rugby union, signing a new deal with the England rugby team and the Rugby
Football Union (RFU).
Last week England secured a
historic series victory in Australia with a heroic performance in Melbourne. The
victory is so prominent because it is Englands first series win on Australian
soil. Quite a remarkable accomplishment for a side, who hasn’t changed too
considerably, that didn’t make it out of the group stages in their own Rugby
World Cup less than 7 months ago.
With Euro 2016 now fully underway, many
people and sports fans will have turned their attention towards the football.
But let’s not forget another major sporting event that occurs every summer in
Britain, Wimbledon. Weather permitting
(doesn’t look too good at the moment, does it?) the historic tennis tournament,
starting in a couple of weeks, is a major event for celebrity spotting, fashion
trends, and of course, fantastic drama on the courts.
One thing that has found its way more and
more into sport and sporting events over time is sponsorship and advertising,
however Wimbledon has maintained its prestige synonymous with without flashing
much in the way of brand awareness.
One brand that famously has sponsored
Wimbledon for over 20 years is the juice drink brand Robinsons, and their
slogan “Real fruit in every drop,” which is modified slightly around the
Wimbledon season to “A real taste of Wimbledon.”
The latest TV ad incorporates summer
activity (including tennis) associates good summer with good times and being
healthy.
Lets hope summer turns up soon so we can
live up to Robinson’s expectations, and at least enjoy a drop or two of Tennis
while we’re at it…
Le Rendez-Vouz; "The Appointment," is nearly upon us.
Every four years, the best international teams in Europe compete to be the top footballing nation in the continent, and this year (with the tournament expanding) we have three teams from the UK competing (and Republic of Ireland.) The BBC and ITV have a shared deal in televising the matches. Its been 50 years since England won a major tournament - but could this be the year that changes..?
Whoever you are supporting, expect much excitement and plenty of drama this summer...
"Kids & Grown-ups love it so, the Happy World of Haribo..." there aren't many people who haven't heard the famous slogan, and there probably aren't many people who haven't recently eaten some form of Haribo yummy gummy sweet. Here are some funny facts that we bet you didn't know about the brand... 1. Hans Riegel - the owner and operator of Haribo - notoriously didn't believe in ad agencies, and wrote the slogans including “Kids and grown-ups love it so -- the happy world of Haribo” and other TV commercials himself. Entrepreneurial. 2. Believe it or not you can have breast implants made of the famous Gummy Bears. That's right -FDA-approved since 2006, Gummy Bear breast-enhancers are designed with a silicone gel to have the same specific texture and feel as a a gummy bear. Curious. 3. Thanks to the delicious, porky gelatin, Haribo technically isn't vegetarian. But they do make a gelatin-free Gold-Bear especially for the veggie/Muslim market. Responsible.
4. The hard-working scientists at Haribo are currently developing a gummy loaded with tooth-protective xylitol, meaning it’ll actually be good for you (AND it’ll have vitamins in it). Is there nothing they can’t do?! Expert. Haribo is certainly a brand that has not suffered the fate of modern day tastes, and continues to to make kids and grown-ups as happy as ever.
Every summer, flip-flop lovers sport their favourite
Havaianas as they journey to their Mediterranean destinations, stroll down
beaches, or chill in the glorious sun. The summer spirit prompts people to
indulge in happiness, creating a season that stirs people to venture into the
great outdoors, indulging in a drink or two and having a good time.
But what happens when the summer season ends? We've all seen
that person walking down the street in London in a pair of Havaianas flip-flops
in mid-March when the temperature has barely reached 15 degrees. There’s always
one. But Havaianas believe the fun shouldn't stop. The brand intends to
remind people they don’t need to wait for the summer season to rejoice in its
spirit. Come rain or blue skies, you can
still think about sunshine, and foster the positive vibes. This was the brand’s mantra for their previously
launched competition campaign -“Race to Hawaii.” Buyers had the chance to win a trip to the
Hawaii (the home of Havaianas) when they purchase 2 pairs, in which they
automatically get entered…
BT Sport burst onto the scene in May 2013, have a read of our blog piece on the topic from back then...
Click here Initially the channel did not get the traction they were hoping for, and it wasn't until they had bought the rights to the Aviva Rugby Premiership, Premiership Football, and Europa and Champions League Football, that sports fans began to take them seriously. There would have also been plenty of viewers left frustrated when they heard the news that BT Sport would be replacing ITV in broadcasting the Europa League and Champions League tournaments in 2015, last week however it was announced that the channel would be teaming up with Youtube to allow the site to stream both of this season's finals, for free. John Petter, BT Sport CEO commented the move was a "...plan to make these finals the most social sports broadcast ever."
Sport is a social event, and BT are certainly on the way to building themselves into a recognisable network for sport viewing.
If you hit a golf ball into a car, will it make a hole in
one? To play golf at your favourite course, does it require a long
drive..? The puns could go on forever,
and just as brands have done for decades, a campaign is usually effective when
you put a play on words.
Traditionally, golf has been thought of as a sport enjoyed by the
upper echelons of society. Whether by aiming advertising or sponsorship around
the sport or by recruiting a famous professional golfer – adverts have
generally been targeted as such – one example being the luxury watch-makers Rolex
at The Open.
Every golfer must possess dexterity, determination, patience
and precision to become an expert – all specifications that tie in very nicely
when trying to sell your product or brand.
One example of a golfer who possessed these attributes is
Tiger Woods, probably the most recognisable golfer over the past 20 years – who was endorsed by Nike, Gillette and TAG Heuer amongst others. In much the same way
advertising trends fluctuate - circumstances in Tiger’s private life led many
of his main sponsors to drop him…
Whatever the ambition or aim of your campaign - awareness building, sales or brand positioning – golf can be an effective driver to meet these ambitions and keep your product at the fore front of the field
Of course this is just a rough guide... Happy Golf Day.
You may have noticed a sudden increase in the amount of sniffing going on - whether on a tightly packed train carriage, sat in the office or maybe in the cinema - Hayfever season is back, and lots of noses have started running. Noticed how whenever you find a scrunched up tissue deep in your pockets but you never seem to need it? But when that moment strikes and you desperately need to blow your nose, the nearest tissue feels a mile away (perhaps a quite dive into the nearest coffee shop is the best solution.)
Apart from sniffing; others have long turned to Kleenex to wipe away tears. Previously the brand ran a campaign that featured people coming to the rescue of friends in emotional distress. The tagline: "Let it out," - was utilised and the increasingly recognisable figure of Tom Hardy was seen crying in one TV ad...
In the future, remember to act responsibly and use a Kleenex.
Summer
seems to have come early this week - so one thing we're all going to be in need
of this weekend is water.
Arguably
the most recognisable bottled water brand – Evian – and their inspired slogan ‘live
young’ is a play on the name with a French accent 'l'evian.’ It is an even more
fitting considering the water (supposedly) comes from the heart of the French
Alps.
Evian
have applied a theme of linking water with being and feeling young - and with
the help of celebrity endorsement from female tennis star Maria Sharapova a
number of ads have appeared featuring an adult next to their former youthful
self. The latest episode in the campaign comes with a TV ad that continues this
quirky theme at Baby Bay.
If
you’re out enjoying the weather, remember to live young and drink Evian.
So, the impossible has happened. Something only ever previously seen in the 2031-32 season of Championship Manager has ACTUALLY happened... After Tottenham's inability to protect a two-goal advantage away at Chelsea last night, Leicester City has won the Premier League. Described by some as the greatest ever achievement in team sport, this is a feel-good story that has dominated today's media - both the news pages as well as the paid-for space so we thought we'd put together a quick round-up... As we so often see with momentous occasions, a spree of smart, tactical ads follow, all trying to grasp a nano-second of the public's (and especially the Sun readers') attention.
Walkers Crisps has been consistent in its presence since MoTD lead man Gary Linekar said he would strip to his pants on TV if Leicester won the title.
Taking out a series of digital billboards last month, they kick-started the 'countdown to kit off' which slowly removed packets of Walkers the closer that LCFC got to the title. The grand finale was unleashed as a full page ad in the Sun today.
A highly muscular and tattooed version of the Leicester native and lifelong fan is seen holding a packet of specially released 'salt and victory' wearing only underwear.
Sekonda and Virgin Media both made reference to the staggering financial odds that Leicester overcame in the season.
The latest TV revenue deal is worth in excess of £5 Billion and prior to this season, there was a belief that the monopoly of the elite clubs would never be broken. The Leicester squad cost approx £50m whereas the two Manchester clubs Utd and City are around the £400m mark each.
Sekonda (the LCFC official timing partner) - also running in the Sun - took a cheeky dig at more expensive and possibly more illustrious brands with a neat strap line 'Beware of expensive imitations'.
Virgin, on the other hand, was quicker than a broadband hook-up in its reaction to the news and took - amongst other placements - a bright half-page in Metro, demonstrating that they feel they can offer Sky Sports and BT Sports (who share the Premiership rights) at a highly competitive cost.
Last, but certainly not least, Captain Morgan Spiced Rum (in both the Sun and promoted on Twitter) has made-over its ad to pay homage to Wes Morgan - the Leicester City captain.
