Defending Your Brand

Olympics Advertising: Gold for Omega

8 Aug , 2012  

If you’ve been watching the Olympics you’ve seen a lot of swimming and gymnastics. You’ve also seen a lot of Omega.

The Olympic Games is a core part of Omega’s global marketing effort. This year Omega invested a small fortune creating a rather striking spot featuring the Rolling Stones song, “Start Me Up.” Licensing for the song alone was probably near $500,000.

[youtube=http://www.youtube.com/watch?v=QSRXCVfJAOE]

So does it work?

I think so.

Any effective spot has to deliver against the 3 Bs: breakthrough, benefit and branding.

The Omega ad certainly has breakthrough; the music is instantly recognizable and the images are powerful. The ad draws you in.

The benefit is also clear. Omega is the official time-keeper of the Olympic Games, which means that it must be accurate and reliable. It is hard to think of a more powerful endorsement.

The branding is a little weak, to be honest; it comes mainly at the very end of the spot with only a visual image. But Omega is running the ad so much that eventually the linkage works.

Omega captures the spirit of the Olympics: the drama and the excitement. Using a Rolling Stones tune fits with the setting. Most important, Omega’s spot delivers a benefit that is relevant.

I’ll give Omega a Gold for this one.


One Response

  1. Abram Bedsole says:

    advertising is of course necessary if you want to reach a lot of costumers for your products.*

    Latest article straight from our very own web blog
    <a href=" http://www.foodsupplemendigest.com/why-am-i-not-allowed-to-take-melatonin-if-i-have-an-autoimmune-disorder/

Leave a Reply

Archives

Conversation Across the Site

  • emitahill { Troy Cracker Barrel has internet. I have brunch there with a friend 2-4 times/year coming and going from Hamburg. The display of merchandise is hilarious.... } – Brand of the Month: Cracker Barrel
  • Rod Taylor { It helps that they have a relatively large and high margin "country merchandise" section in the waiting area and that they get 14K visitors on... } – Brand of the Month: Cracker Barrel
  • Stephen Calkins { You were kind not to protest. For an argument that customer service is a key part of iPhone success, see story in today's New York... } – The High Cost of Poor Service
  • emitahill { Wonderful, Tim. I am wildly envious. Love all three of those cities and haven't been in far too long. } – Branding Observations from a Trip to Europe
  • Stephen Calkins { If Whitmire followed other advice you've given--live frugally and save regularly--at least he'll not have serious financial worries. He's 57 and presumably still receiving movie... } – Learning from Kermit’s Downfall
  • Dana { Charging fees is only one part of the racket HA is doing. They are also collecting all monies, collecting interest on the homeowners rents and... } – Why Homeaway’s New Fee Makes Sense
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.