Stefan Drew - The Marketing Magician

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Stefan Drew - The Marketing Magician
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Tag: The BBC Olympic Ad Campaign

Advertising Secrets: The BBC Olympic Ad Campaign

Is the BBC Olympics ad inspirational or a replica of a bank advert?

 

What do you think?

 

I’ve just been interviewed by BBC who wanted my views.  This is the background and what I said.

 

The BBC launched their during half-time of the Spain v Italy Euro 2012 final and it was seen by millions.

 

Great advertising I hear you say . but there is more to come.

 

I’d not seen the ad campaign until the BBC phoned me and I must admit the short ad I saw really inspired me.  The music works well with the inspirational shots of sport people against the UK landscape.

 

What didn’t work so well were the animated sections of the film.  They immediately made me think of the Lloyds TSB bank adverts that were launched in June last year.  Sadly I wasn’t the only one that thought this.   The Daily Mail carried the same thoughts in an article on the Online Mail this morning.

 

Unsurprisingly the head of Olympics marketing at Lloyds Banking Group denies that they sponsored the ad and it is clearly pure coincidence that both ads were created by the same ad agency.

 

Does the BBC Olympic advertising campaign work?

 

Yes it does.  It works on several levels. 

 

The job of the advert is to raise awareness and it has certainly done that.  Even people that haven’t seen the ad may have read about it online, heard the coverage it has been given via the BBC interviews that I, and others, have participated in today.  These have all lead to the fact that a longer version is being shown tonight on the BBC.

 

This advert has really worked well.  It actually reminds me of another advert that I was recently interviewed about. The recent interactive advert that appeared in Oxford Street also obtained massive coverage on radio, TV and in the press.  Over a week I was interviewed by Radio 5 Live and two other local stations .. and  millions of people heard these interviews .. again there was huge coverage for what was a very small advert.

 

The point of these ads is to create stories that in turn create coverage.  In these terms they are very cost effective.  

 

The question is how can you leverage a relatively small advertising spend into a campaign that creates huge coverage?

 

Another question to ponder is how can you get the BBC to phone you and ask you to speak to a huge audience?  It can really give your business a huge boost.