Moving down the list of TOP Olympics marketing efforts, we have Johnson &Johnson!
J&J is the first company to be a health care products company become a TOP. They are the official health care product partner for the Olympics.You can check out the press release here.
While this is a great step forward for the pharmaceutical industry in terms of marketing, J&J have got some interesting moves for their Olympic Sponsorship.
I found this amazing article here which states how marketing the Olympics used to be like a 100 meter catwalk. The media plan was easy, and all u had to do was have a huge ass budget.
But now, it’s so different. You can see the contrasting difference of the % of the marketing budget that companies used to spend on the Olympics for digital media then and now.
I liked this particular quote here that states the ever growing importance of Digital media and social media.
Millions of Americans will watch the Olympics but never turn on a TV set.
So back to J&J, what’re some of their Olympic marketing efforts?
1) Prior to the Olympics, they had a series of spots tell stories with multiple meanings about Chinese people who are unsung heroes as they care for others.Directed by Tony Kaye, American history X (Love that show), it again relates back to their core message about a brand that cares.
Unfortunately, i couldn’t find the video for you guys but I’m sure it was good. If u haven’t seen his other tv ads, do have a look. Pretty raw stuff, check out the drink driving ad here….
2) Caring world is an ongoing exhibit on the Olympic green. I quote from the press release what this is about:
The Caring World features a series of eight high-tech, interactive exhibits that demonstrate how the Company celebrates the spirit of caring to create a healthier world. From the “Our Aspirations” exhibit where individuals share stories, reflections and memories about giving and receiving care in their lives, to the “Global Challenges” exhibit that depicts how Johnson & Johnson engages in major global health challenges on many fronts, to the “Vital Technologies” installation that shows how medical technology can restore the joys of life, the Pavilion experience conveys how caring for others makes life more meaningful.
3) Their core message has always been about caring. So their Olympic message was simple, gratitude to their moms for the Olympics. They have a website linked to Youtube which shows how athletes are thanking their moms. While this might seem like a mother’s day message campaign rather than the Olympics, the more I listened on, the easier it was to relate to the brand.
So good or bad campaign, what do you think? I applaud the fact that they used Youtube to spread this campaign, and while the Olympics stirs up heart warming and exciting emotional moments, so does this sweet little campaign which is easy to relate to the brand like i mentioned earlier achieve its aim?
Here’s an article which states that J&J’s reputation has been soaring because of its efforts to leverage their brand on the Olympics. This is great news cause ROI is pretty hard to measure. While brand reputation increase and return on investments is by no means an wasy feat to measure, I’m sure the positives of the campaign achieved far outweigh the costings involved. Especially in China, a market with such huge potential.
4) With all the controversy surrounding this year’s Olympics, one of the most scrutinized issues was the environmental issue China was facing. In its bid to help the country, J&J has installed is green and sustainable building technologies to 18 building structures in China. These include the bird’s nest and the international conference center to name some of the many. You can read more bout it here.
So there you have it, really amazing stuff by J&J, and i’m surprised to say this for a new sponsor but they’re really leveraging their Olympic sponsorship. I dare say their almost as good as Visa which I blogged about earlier. They helped the host country, they relate to its culture by using their core message of the brand and they did utilize social and digital media with good effect to push out their Olympic sponsorship and core message.
Kudos to J&J, one of the best Olympic sponsors in terms of marketing efforts!