Thursday, September 11, 2008

Olympic ambushers end up winners


Olympic ambushers end up winners

We've all heard about the successful "ambush marketing" of companies like Li Ning (2331), which were able to create huge brand awareness during the Olympics despite not being official Olympic sponsors. But how many people were fooled?

Thursday, September 11, 2008
We've all heard about the successful "ambush marketing" of companies like Li Ning (2331), which were able to create huge brand awareness during the Olympics despite not being official Olympic sponsors. But how many people were fooled?

A lot more than you might think, according to Peter Steyn at Aha! Research. Aha! conducted a survey among 1,330 Chinese consumers randomly selected by an online consumer panel provided by Global Market Insite.

More than two-thirds of people surveyed thought Li Ning was an Olympic sponsor.

Companies didn't have to give jerseys to CCTV reporters in order to be winners at the Olympic marketing game.

China Life (2628) was successful, with 54 percent of Chinese consumers surveyed wrongly thinking it's an Olympic sponsor.

Fifty percent mistakenly thought Nike - which made Liu Xiang's iconic golden shoes - was a sponsor, and 41 percent said online portal Sina.com was.

Sina.com wasn't, but rival Sohu was - a fact only realized by 46 percent.

So how much did Sohu have to pay for those 5 extra percentage points?

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