Tag Archives: TSB

Oddbins rebels against the Olympics

24 Jul

Just three days before the Olympics’ opening ceremony, wine merchant Oddbins has launched a rebellion campaign against the Games’ top tier sponsors.

The company, which has 35 stores throughout the country, is planning a counter-strike over the next three weeks – accompanied by campaign posters making consumers feel at home by wearing their ‘outlawed Olympics attire’. Essentially, all Nike wearing and Vauxhall driving, MasterCard holders will be welcomed in store with a 30 per cent off discount.

Oddbins’ managing director Ayo Akintola has fiercely stated that non sponsors, in the run up to the Games, have been treated like “beggars on the gilded streets of the Olympic movement”. However, he quite rightly mentions that he’s expecting some backlash from LOCOG as a result of the campaign, which last week published rules that no one may link to the London 2012 site in a “false, misleading, derogatory or otherwise objectionable manner.”

In response to Akintola’s rant, time will tell whether small businesses and non-sponsors profit during the Olympic Games. But, with an influx of visitors preparing to descend upon London, there’s an opportunity for everyone to seize. But, the question is – would consumers rather engage with a brand that is for or against the very reason they’re here?

Yes – the Olympics is going to cause disruption and the Olympics’ heavy-handed brand police have made headlines for the wrong reasons lately. But, as organisers have said time and time again, sponsorship is what allows the Games to take place. Let’s hope we look back at the Games as a highlight of the decade and beyond. Brands that take this approach will be better off than those that look the other way.

Selection of Olympic sponsors

Worldwide Olympic Partners: Coca-ColaMcDonald’s, P&G, UPS, Samsung, Panasonic, Dow, Atos, Omega, Acer, GE and Visa

London 2012 Partners: Lloyds TSB, EDF, Adidas, BT, BA, BP and BMW

Non sponsors include: Barclays, Nike, E.on, Virgin, HSBC, Canon and Carlsberg

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Turn that frown upside down

14 Jul

Marketing magazine’s Nicola Clark raises an important point in this week’s issue – brands must be more upbeat in their communications.

The recession’s never done anyone any good, and brands that continue to draw upon the downturn in marketing materials are boring. Don’t get me wrong – it was a good news hook which everyone could relate to at first, but even I get tired reading and writing the same lines about the “…the continued effects of the economic downturn”. Yes – some products or services might save your customers money, but consumers have scrimped and saved for long enough. We’re ready to spend and 2012 is the year to do it.

We’ve embraced 2012 as the most patriotic of years, celebrating all things British. Last month, you couldn’t logon, open the paper or wait at a station without being teased by brands re-designing their packs with the Union Flag or whispering witty slogans into your ear in honour of the Jubilee. As brands get positively creative so has consumers’ confidence in the economy, according to market research agency GfK.

The climate isn’t easy (here I go again) but positive messaging focusing on an optimistic future will go a long way in helping brands develop a better rapport with customers. It may also contribute to re-building the bridge of trust that some of Britain’s biggest institutions – Lloyds TSB for one – have recently destroyed.

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