Tuesday,June 27 2017
Navigating the Olympics: how to make the games a powerful platform for your brand without getting burnt

 

Maximising the opportunity

It’s clear that the Rio 2016 Olympics is creating opportunities for technological innovation, enabling brands to improve both athlete performance and spectator experiences.

drawing of the torchlight in hand of the person

The games is providing a platform for companies to showcase its latest technological offerings, and gain worldwide exposure and awareness among new potential business customers, partners, and ambassadors.

 

Understanding rules and regulations that govern communications

However, before the CMO jumps straight into the Olympic fever and what it can do for their brand, it’s important to understand the rules governing the communication of the games. Rule 40 prohibits non-sponsors using athletes to promote its brand, and can get in trouble for using words such as “victory”, “medal”, “challenge”, “performance”, “effort” and “2016”, depending on the context, from 27 July until midnight on 24 August 2016. The legislation is to prevent ambush marketing, and originally was created to prevent over-commercialisation and protect the official games sponsors who have paid for marketing rights.  

 

Finding a work around: “it’s not what you say it’s how you say it”

So, how do brands still leverage the Olympics, one of the world’s most anticipated sporting event of the year, to build mass awareness? Marketing teams need to find creative ways of working around infractions, using clever language and activities which hit target audiences but without risking lawsuits and penalties. Whether these are creative pop-up activities in and around Rio, clever content using substituted phrases such as ‘summer of sport,’ or on-boarding athletes years before the games begin.

 

Mark Schmid, managing partner, Ogilvy Public Relations said: “Great campaigns need something to push up against and the friction caused by rules and regulations around major events can spark fantastic ideas.  Act responsibly and be true to your brand.  If you can create a natural, relevant and interesting link between who you are, what you do and the event in question there’ll be a creative way of delivering it based on that insight.  Don’t shoe horn yourself into a major event just because it’s happening, you’re better than that.”

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  • ABOUT US

    Ogilvy Public Relations drives influence at scale to effect change.

    We believe that to deliver commercial value and demonstrable change, we need to drive influence at an ever increasing scale. That means we encourage bigger, simple thinking to drive better results, by fostering a culture of permissive creativity, aggressive curiosity and smart collaboration.

    Ogilvy Public Relations/London is PRCA Large Consultancy of the Year 2013 + 2014

    Ogilvy Public Relations is the Holmes Report 2014 EAME Agency of the Year

    Ogilvy Public Relations is No1 in the Holmes Report 2013 + 2014 Global Creative Index

    OgilvyPR_Logos

     

    FOLLOW US: @OgilvyPRLondon

    INSTAGRAM US AT: OgilvyPRLondon

    VINE US AT: Ogilvy PR London

     

  • WHAT WE DO

    Our core offerings include:

    • BRAND MARKETING
    • MEDIA RELATIONS
    • SOCIAL MEDIA
    • B2B COMMUNICATIONS
    • INFLUENCER RELATIONS
    • CORPORATE REPUTATION
    • STRATEGY+ PLANNING
    • CONTENT CREATION
  • CONTACT US

    OGILVY PR LONDON
    Sea Containers, 18 Upper Ground, London, SE1 9RQ
    T: +44 (0) 20 3193 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact:
    E: A.burns@ogilvy.com
    T: +44 (0) 7973673074

  • DIRECTIONS

    By Bike: 
    Dock your Bike at Milroy Walk, a 3 minute walk from Sea Containers
    By Tube:
    The nearest tube is Southwark (Jubilee Line), an 8 minute walk from Sea Containers. Alternatively Waterloo (Jubilee, Northern, Bakerloo & Waterloo & City) is 15 minutes walk.
    By Car:
    There is limited car parking near Sea Containers, if you wish to arrive by car please let us know.
    By Bus:
    There are many bus routes that operate around Sea Containers. We advise either using Google Maps or Transport For London’s journey planner to find the best route from your start point to our office.
    By Plane:
    London City Airport is only 40 minutes away via the Jubilee line and DLR (change at Poplar). Other major airports within one hour from Canary Whard are Heathrow and Gatwick.

    WORK FOR US

    Been tempted by what you’ve seen and want to be part of one of our world-class practices? To find out more on current opportunities please click here or send your CV and covering letter to Sara.Walpole@ogilvy.com