Media > Use of Media

GOLD MEDAL MOMENTS

LEO BURNETT SHANGHAI, Shanghai / COCA-COLA / 2009

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Overview

Credits

Overview

Effectiveness

No other sponsor had this privilege or media opportunity.

It was the most crucial part to Coca-Cola's Olympic strategy which helped the brand successfully achieve its goal:- Strongest Olympics sponsorship awareness throughout 2008, on average leading double spontaneous mentions from second sponsor Yili (38.52% vs 19.22%), Source: R3 Olympics Sponsorship Tracking (Dec 2007-Aug 2008)Top scores in "sponsor identity recognition" 48%, "sponsor voice" 97%, "sponsor identity confusion" 3%. Source: Ipsos 10 cities 15-60 yrs (Jul-Aug 2008)Coke has the most enjoyable advertising/ branding and scores second in having the most memorable advertising/ branding. Source: Synovate online survey (Aug 2008 Post Games)

Execution

Coca-Cola aimed to own the moments of celebration of the entire Nation by airing 5 second commercials immediately after every gold medal win and just before the award ceremony.In a new and unsophisticated TV media market, careful planning of media placement and negotiation with the national broadcaster CCTV was required to facilitate the placement of the "Coca-Cola Gold Medal Moment" spots when all eyes were watching. In those commercials we brought to life with fans celebrating and cheering coming out of the iconic contour bottle in the most exciting times of their lives.

Strategy

Strategy: Coca-Cola China objective during the Beijing Olympic Games was aimed to become the most associated sponsor on its home turf. During the 16 days of the event a key element of achieving this goal was finding a way to connect with those Chinese who could not attend the games and could not be a part of the games/event experience, especially when China brought home the Gold!.Insight. I know I will be able to watch the games on TV, even if I am not there, but how can I join my fellow countryman in celebrating our gold medals?.The idea. To unite a vast country in a moment of intense excitement, pride and celebration when a Chinese athlete or team wins a gold medal.

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