Geoff Clarke, COO, IPG Mediabrands Australia
“Citius, Altius, Fortius” the motto of the Olympic Games; an event symbolising unity and exuberance of the human spirit.
Every four years, the very best athletes compete for the opportunity to win a medal. Sacrifices are endured, injuries battled, snooze button never hit and over 10,000¹ hours trained, with everything on the line for in some cases seconds.
The world comes together, competing to win, but never forgetting Olympism². A philosophy of life, that blends sport, culture and education. Embracing the joy in effort, the value of hard work, and the respect for ethical principles.
As we watch athletes compete for a spot on the podium, so too are marketers, media, and creative agencies competing for prominence. Here too sacrifices have been made, strategies honed to perfection, budgets defended, negotiations laboured over, and creative messaging refined, and refined again. They are competing for glory.
Every Olympics, I consume as much coverage as possible, overcome by an enthusiasm for all competitive sports, even those I hadn’t realised existed, such as Olympic Trampoline! The ad breaks provide me the opportunity to pause my enthused yelling of words of encouragement, and take in the advertising. We are bombarded with messages, from different advertisers competing for an unfair share of my mind, encouraging me to act. At the risk of oversimplify, there are two key teams battling it out in the competition for our attention.
Blue Corner: Team Personalisation.
- With cutting edge algorithms, they are changing the way ads are created, targeted and measured. Focusing their attention on a singular, high value audience attempting to target our own person interests and needs, with the objective to deliver higher engagement rates.
Red Corner: Team Diversity
- They seek to appeal to a wider range of consumers, increasing potential reach and impact of their message. By representing different cultures, backgrounds, and identities, they hope their brand connects with a diverse audience making their message relevant to a broader spectrum of people.
Watching round, after round, of these advertiser’s competing, it begs the question - if the ultimate goal is to initiate an immediate response from our desired consumer, is Team Red risking their end goal by attempting to speak to everyone?
Let’s summarise benefits of each teams approach.
Blue Corner: Team Personalisation.
- Increased Relevance and Engagement: Personalised ads are more likely to be relevant to the individual's interests and needs, leading to higher engagement rates. This means users are more likely to click on the ad, watch the video, or read the content.
- Improved Conversion Rates: By targeting the right audience with the right message, personalised advertising can significantly improve conversion rates. This can lead to more sales, leads, or website visits.
- Enhanced Customer Experience: Personalised ads can create a more positive and engaging customer experience by providing relevant and valuable information. This can lead to increased brand loyalty and customer satisfaction.
- Cost-Effective Marketing: Personalised advertising can be more cost-effective than traditional advertising methods by targeting specific audiences and avoiding wasted ad spend.
- Data-Driven Insights: Personalised advertising relies on data analysis to understand customer preferences and behaviours. This data can be used to gain valuable insights into customer needs and preferences, which can be used to improve products and services.
Red Corner: Team Diversity
- Increased Reach and Relevance: Diverse advertising campaigns appeal to a wider range of consumers, increasing the potential message reach and impact. By representing different cultures, backgrounds, and identities, brands can connect with a more diverse audience making their message more relevant to a broader spectrum of people.
- Enhanced Brand Image and Reputation: Companies that embrace diversity in their advertising are perceived as more inclusive, progressive, and understanding. This can lead to a positive brand image and reputation, attracting a wider customer base and building stronger relationships with consumers.
- Improved Creativity and Innovation: Diversity in advertising teams and campaigns leads to a wider range of perspectives, ideas, and creative approaches. This can result in more innovative and effective campaigns that resonate with diverse audiences.
- Greater Cultural Understanding and Sensitivity: Diverse advertising helps to promote cultural understanding and sensitivity by showcasing different perspectives and experiences. This can contribute to a more inclusive and tolerant society.
- Stronger Business Results: Studies³ suggest that 80% of marketers see a positive brand impact when using imagery that features diverse groups. Aim for a blend of ages, body types, ethnicities, and abilities in your visuals. It’s crucial, however, to ensure these depictions are authentic and avoid reinforcing stereotypes.
It's important to note that diversity in advertising goes beyond simply featuring people of different backgrounds. It's about creating authentic and meaningful representations that reflect the diversity of the world and resonate with consumers.
So we’ve reached the final, which team is ultimately going to be more successful, and take the podium as the winner?
Let’s pause for a moment and consider, can it be both?
Nike⁴
When it comes to Olympic marketing, Nike is at the forefront. The brand consistently make significant investments. This year, Nike introduced a diverse range of team uniforms, highlighting athlete comfort and individual expression. Its “spectrum of styles” approach ensures that athletes feel confident and empowered in its attire.
Nike also took a step further, claiming that the 2024 collection is its most “data-driven and visually unified effort” ever. Each kit supposedly reflects the unique identity and cultural background of the participating countries and sports. For track and field athletes, Nike offers a wide variety – nearly 50 apparel pieces and 12 competition styles – catering to individual preferences and specific events.
The Olympic Games are a global spectacle showcasing the pinnacle of human athletic achievement. This event also presents a unique opportunity for brands to connect with a vast and diverse audience. While marketers are increasingly drawn to the allure of personalised campaigns, the power of diversity in advertising shouldn't be overlooked.
Nike's approach to Olympic marketing exemplifies a successful balance between personalisation and diversity. By offering a spectrum of styles that cater to individual preferences while simultaneously celebrating cultural backgrounds, Nike demonstrates a deep understanding of the Olympic spirit. This approach not only resonates with a wider audience but also reinforces the brand's image as inclusive and progressive.
In conclusion, the advertising landscape mirrors the Olympic Games, where both individual brilliance and collective spirit are essential for success. While personalization offers targeted engagement and data-driven insights, diversity fosters broader reach, brand image enhancement, and cultural understanding. Nike's Olympic marketing strategy exemplifies this balance, showcasing a "spectrum of styles" that cater to individual preferences while celebrating cultural backgrounds. By embracing both personalization and diversity, brands can achieve a more impactful and meaningful connection with consumers, ultimately securing their place on the podium of advertising success.
NOTES:
¹ Research conducted prior to the London 2012 Olympics by The National Lottery indicated that the average elite athlete will train up to 10,000 hours in preparation for the Olympics.
² Source: Olympics.com
³ Benamic.com Inclusive marketing for campaigns that truly resonate.
⁴ Source: dotdigital How brands are redefining Paris 2024 Olympic marketing by Tosan Ebisan