Coca-Cola wins Olympic’s ad performance index award
Coca-Cola ranks the most successful Beijing Olympic sponsor, beating three of China’s top brands – Yili (dairy products), Lenovo (computer manufacturer) and China Mobile. Results are based on how well the company performed pre-Olympics. CSM Media Research, TNS’ Bejing-based partner conducted the research. It polled 1500 consumers in 10 Chinese cities, analysing three key areas: creative treatments of Olympic advertising; media spend; and China’s TV Olympic audience. During the life of the research (which began in 2006), Coca-Cola has only once come second to Yili in 2007. Since then the Coca-Cola brand has performed consistently.
Coca-Cola has an 86 year history of supporting the Olympic Games. According to business development director at CSM, Matthew Brosenne, Coca-Cola’s history has positioned the company with Olympic credence. He said of its marketing strategy: “Coca-Cola is winning because it started early, has shown good strategic planning and regularly refines its work.”
CSM’s research has also revealed that global brands have performed well against a strong domestic market, with three global brands – Coca-Cola, Adidas, and McDonalds – ranking in the top ten. The Olympic Performance Index provides a glance insight into how successfully brands have invested in the Games. Charles Jefferson of IMG Olympic Consulting, said: ‘In Beijing, sponsors are spending heavily. Every bus, bus shelter, outdoor site and subway billboard is associated with an Olympic sponsor’.
Brands have also created their own venues and experiences that stand just outside security restrictions. This situation arose as the Games organisers imposed greater restrictions on visitation numbers due to increased security fears.
This makes Coca-Cola’s award for achieving the most effective marketing brand within China even more impressive. It’s provision, adaptability, and foresight means the drinks-giant entire marketing performance has fully embraced the opportunities created by the Beijing Olympics. Subsequently it has now become China’s most aspirational brand.
Advertising in the Beijing Olympic Games – at a glance:
• £750 million has been spent by advertisers, £500 million of which was devoted to online advertising.
• An estimated 5 million UK viewers tuned in to see the opening ceremony. 1bn viewers tuned in globally.
The concluding part of the Performance Index research will be released in October.
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