48 days to go before the Paris Olympics, marketing styles at home and abroad are differentiated

The most anticipated sporting event, the 2024 Paris Olympics, has entered the countdown stage. Brands at home and abroad have launched marketing, but each has its own differences.

The countdown to this summer's most anticipated sporting event, the 2024 Paris Olympics, has begun.

Paris Olympic Games official website countdown

Athletes from the national table tennis team, national badminton team and other events have frequently appeared on hot searches, and the Olympic Games entry list has captured the attention of sports fans.

Many brands that also hope to have a place in the Olympics have already fired the first shot in marketing in the arena of competition, hoping to seize the high ground in consumers' minds in this year's most important event.

As an international event, domestic and foreign brands have demonstrated their best strengths. What outstanding performances have they brought?

1. Foreign brands: low-key and luxurious

Paris is known as the fashion capital.

The Global Powers of Luxury Goods 2023 report released by Deloitte shows that the top ten of the world's top 100 luxury goods companies in 2023 include four French brands: LVMH, Kering Group, L'Oréal Luxe and Hermès International.

Global Powers of Luxury Goods 2023 Top 10

French luxury brands have been making steady progress and have also made great strides in this Olympics, striving to create a sense of luxury on the international stage of sports marketing and highlighting the spirit of their brand with quality .

For example, as a senior sponsor of the 2024 Paris Olympics, LVMH, which spent a lot of money, first took on the design of the Olympic torch.

Paris Olympic Torch

The champagne gold symmetrical design is different from previous torch designs, using simple lines to present a luxurious background. It is understood that the design inspiration comes from the three symbolic meanings of the Paris Olympics and Paralympics: equality, water, and peace. However, many Chinese netizens jokingly call it a "baguette."

LVMH also designed and produced medal boxes and torch boxes for the 2024 Paris Olympic and Paralympic Games. The designs of Medals Trunks and Torches Trunks are based on LV's luggage family. According to the LVMH official website, LVMH has been using elegant design and exquisite craftsmanship to create protective bags for many well-known events for 35 years.

Medal Box and Torch Box

The medals for the Paris Olympics were designed and created by Chaumet, a jewelry brand under LVMH.

Paris Olympic Medals

The hexagon is a visual symbol of France and a precious symbol of Chaumet; the light pattern is intended to evoke the light of the Olympic and Paralympic Games and the light of the athletes, and is a reflection of France's nickname "City of Light"; what is most special is that the center of each medal is a part of the Eiffel Tower, and when athletes take away the medals, they also take away a part of France.

In addition, LVMH was also responsible for the dresses of the French delegation, incorporating the colors of the national flag into the fashion to create a unique sense of luxury.

The French Rooster designed the athletes' uniforms for the French team, giving the high-end luxury brand a young and trendy style.

French cock x French team

In addition to the official designs by LVMH, there are also many high-end luxury brands or sports brands working hard on athletes' apparel.

lululemon contracted the Canadian team's uniforms. The colors were taken from the Canadian flag, and the plants and flowers highlighted Canada's natural scenery.

Decathlon is responsible for the clothing of the Olympic volunteers.

Puma chose to launch its first brand renewal "FOREVER.FASTER" in ten years with 100 days left before the Olympics, and became the sports equipment supplier of Jamaica. The choice of the Jamaican team, the leader in track and field and the fastest team on the planet, is also closely related to Puma's desire to create the "fastest" sports brand .

PUMA x Jamaica

Of course, high luxury is the overall atmosphere of the sponsorship, and some brands intend to advertise with ideas that are completely opposite to the Parisian temperament.

For example, NBC used its IP "Emily in Paris" to link up with the Paris Olympics, in which athletes wore gorgeous costumes designed by Emily to compete. The luxurious costumes seemed unsuitable for the runway, resulting in hilarious scenes.

Overall, as a senior sponsor of the 2024 Paris Olympics, LVMH has opened up Olympic marketing ideas for a number of brands. Low-key and luxurious are the main themes of foreign brands' marketing in this Olympics. Compared with swiping the screen in the minds of sports fans, they prefer to use a small logo to highlight the brand spirit in the sports arena .

2. Domestic brands: practical work and also fun

At this Paris Olympics, only two Chinese companies appeared among the global partners - Alibaba and Mengniu.

List of Paris Olympic Games partners

Let’s first look at Alibaba’s performance.

Compared with other brands, the services provided by Alibaba as one of the top partners are more technical . Chris Tung, president of strategic development of Alibaba Group, revealed that Alibaba is currently using large models to restore relevant information of the 1924 Paris Olympics and colorize photos and videos.

Alibaba 's cloud-based AI model will play a vital role in this Olympics. In addition to helping improve the quality of previous Olympic photos, it can also achieve high-quality broadcasts and preserve precious historical images through cloud technology.

It is understood that the Tokyo Olympics will be broadcast to more than 5 billion potential viewers around the world through the "Olympic Broadcast Cloud" jointly developed by Alibaba Cloud and Olympic Broadcasting Services (OBS). The amount of broadcast content has also reached an all-time high, and it is also the first time that an Olympic event has introduced cloud broadcasting. In 2022, Alibaba will achieve the cloud-based broadcasting of all the 100-year Olympic Games, using data persistence to store Olympic memories.

In addition to cloud technology, with 100 days left before the Paris Olympics, Tmall, as a global partner of the Olympics and the official e-commerce platform of the Olympics, has launched licensed products of the Paris Olympic mascots.

Tmall×Olympics

Let’s take a look at another global partner of the Paris Olympics – Mengniu.

Since becoming a global partner of the Olympic Games in 2019, Mengniu has not only provided support for the Olympic events, but has also been committed to conveying its brand concepts of health, quality and nutrition to global consumers on the international stage, allowing the world to recognize and understand Chinese brands.

Mengniu, which also has an official status in this Olympics, has carried out relatively simple marketing activities.

With nearly 100 days to go before the Olympics, Mengniu also launched an Olympic ticket lottery at its official flagship store, using the enthusiasm of Olympic spectators to convert into in-store orders .

In terms of athlete cooperation, Mengniu also chose Gu Ailing as its official brand spokesperson and went to Paris as the official partner of the Chinese track and field team.

Mengniu's first Paris Olympics commercial invited Wu Lei, Tang Wei and Wang Yibo to lend their voices, showing five emerging sports loved by young people: running, rock climbing, BMX, breakdancing and skateboarding, and what daily chores they correspond to in life.

Mengniu Paris Olympics advertisement:

This advertisement also reinforces two perceptions for the public : Olympic global partner and consumer sports partner. The effect is clear and bright enough, and it cooperates with other marketing actions to achieve accurate communication with consumers.

It is worth mentioning that Mengniu’s “old friend” Yili is also making every effort to enter the Paris Olympics.

With 100 days to go before the Olympics, Yili staged a drone show in Paris, projecting netizens' blessings to Yili's cooperating athletes into the sky. This is also one of the key points of Yili's sports marketing - spokesperson marketing .

Erie Paris drone show:

In terms of spokesperson marketing, Yili also launched a new Paris customized packaging product, printing images of athletes on the packaging, enhancing the brand's participation in the Olympics while strengthening consumer awareness .

Yili Paris Customized

In addition, Yili also had a marketing campaign that went viral, in which it printed the images of table tennis player Wang Chuqin and others on a bus, and released a popular online video of picking up the bus after it won three championships.

Today, Yili released an advertisement focusing on the power of "her" in sports arenas, which further deepened the impression of consumers as the countdown reached 50 days. For Yili, which has no official identity, spokesperson marketing can amplify the brand influence at home and abroad , which is undoubtedly one of the ways for sports marketing to go viral.

Conclusion

Judging from the existing data on brand marketing for the Paris Olympics, the domestic and foreign marketing styles are very different, but what remains unchanged is the brand's determination to make its presence felt in the Olympic arena.

Whether it is the outstanding design, the inspiring domestic commercials or the interesting spokesperson marketing, they are enough to label the "Paris Olympics" in the minds of consumers and complete this wave of mental occupation.

There are still 50 days left until the Paris Olympics. I believe there will be more exciting cases of Olympic marketing that are worth looking forward to.

Author: TOP Jun; Source public account: TopMarketing (ID: 1082248)