STRONGBRANDS    Professor Tim Calkins, Kellogg School of Management

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=https://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.

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