As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. This week, MasterCard is running a non-sports-related campaign as Olympic fever reaches its zenith. We ask, can brands targeting those not interested in sport cut through?
YES
Andrew McGuninnes
Founding Partner, Beattie McGuinness Bungay
Jean-Marie Dru described it as ‘disruption’; for Sir John Hegarty, it’s a black sheep. At it’s most basic, marketing relies on standing out from the crowd. So, in the face of the inevitable Ennis-fest of the next few weeks, marketers are wise to consider how, by defying the omnipresent sporting cues, they can more effectively reach their audience.
How much do we remember now of the marketing that draped the Union Jack over everything from butter to beer during the Jubilee? So it will be with the Games. There’s undoubtedly a tactical opportunity to stand out by not linking your brand to sport. And the beauty of it is that you can’t get locked up for it.
MAYBE
Paul Connell
Customer Marketing Manager, Unilever
The Olympic Games won’t drastically increase the media landscape.
It will just create a more consistent theme of messages that those caught up in the buzz of the summer will find more relevant and engage with.
MasterCard’s campaign cuts through, but that is because it is built from a true consumer insight that those in London want affordable ways of accessing new and different experiences. It also builds consistently on the ‘memory structure’ of the brand – consumers will instantly recognise it as MasterCard. This is a genuine ‘watch out’ for brands that are breaking out of their brand cues to incorporate Olympic content.
MAYBE
Jon White
Marketing Director, Bath Tissue Eurpoe, Kimberly-Clark
Stay true to your brand and audience so that, if you communicate in the right place, at the right time with creative work that appeals and differentiates, you will do well. If your consumer is not interested in the Olympics, they will find you and may even be more predisposed to your brand – but playing on this is unlikely to magnify your return.
It is important to show that your brand has not disappeared because the Olympics is here. These consumers will expect normal service and we have a duty to be present and deliver our brand promise so that, come the closing ceremony, we don’t have a re-engagement hurdle to overcome.
NO
Saj Arshad
Group Marketing Director, Vodafone
In my view, the money is best spent when media is cheaper and people are listening to branded messages again – when the schools go back, nights draw in and, for many, evening entertainment means a gripping drama or the latest reality TV fad. This is when people cling onto the new season-changing, feelgood messages – most likely to convince themselves how wonderful life is post-holiday season.
So, save your money and take a well-earned holiday. That’s priceless.
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