Sydney Olympics battle ambush marketing
[sydney] The Sydney 2000 Olympic Games organizing committee has launched the first phase of an anti-ambush marketing campaign with a series of TV commercials supported by print advertising. The emphasis is on educating the public about how to recognize official sponsors and ambushers. "Ambush marketing is not illegal and the public needs to make up their own minds about this," said John Moore, marketing director of the committee. He said the advertising "will concentrate on educating consumers rather than being in the gutter. . .it's about 'This is how you recognize the official partners -- please think about this.' " Australian gold medalist Herb Elliot is featured in the campaign, created by Sydney agency Batey Kazoo, describing how sponsors contribute to the success of the Games. The headline is "It's what dreams are made of."
Winter Games spots starting in Japan
[tokyo] Next year's Winter Olympics sponsors are cranking up marketing efforts. Brewery Kirin is attempting to put its Lager beer in the marketing front line at the Nagano Olympics with a $16.6 million budget and the aim of raising consumer awareness of the company by as much as 50% before the opening of the Games. Meanwhile, Coca-Cola Japan is launching a campaign in which consumers can participate and win trips to watch some of the events. It is looking to boost awareness of its cola, Georgia brand canned coffee drink and sports drink Aquarius. McDonald's Japan plans to kick off its Olympics marketing at the start of 1998.
Mexico travel campaign tries to lure new blood
[mexico city] The new TV and print campaign for Sectur, Mexico's tourism ministry, is aimed at the non-traditional visitor and features non-traditional activities. While Mexico captures certain demographics, such as honeymooners, Sectur officials said they want to target groups that tend not to visit Mexico, namely families with children and retired people. Sectur Marketing Director Carlos Fernandez added Mexico is trying to promote more than just its beach resorts. In the campaign for North America, Noble DMB&B designed three separate TV spots under the tagline "Endless journey." One features a thirtysomething couple, another an older couple and the third a child. While images of beach and water are shown, the 30-second spots emphasize colonial architecture, Mexican traditions, crafts and food. Each TV spot has a French version for the Quebec market, and another version that mixes Spanish and English, which will air on Spanish-language channels in the U.S. and Canada. A separate $2 million print ad campaign in key U.S. and Canadian markets seeks to rehabilitate the image of storm-tossed Acapulco.
Nivea looks to help lost kids in Brazil
[sao paulo] Beiersdorf, the German personal-products marketer, is supporting Nivea skin cream and suncare brands with a novel promotion in Brazil. Nivea is handing out at beaches here 1 million identification bracelets for children to help when they become lost, which is common during the summer at crowded beaches. Under the word Nivea, there's space to write information about the child and a message reads: "Lost child. Help him, taking him to the nearest care center." Nivea's advertising is handled by Giovanni, Sao Paulo, in Brazil and TBWA International on a global basis.
Kirch, Bertelsmann promote digital TV
[munich] After a three-year struggle, Kirch Group and Bertelsmann's CLT/UFA have finally signed an agreement to promote digital TV in Germany. The partners say they plan to invest around $1.6 billion in the project. They hope by 2001 to have between 3 million and 4 million subscribers, at which point the new operation would break even. The nine-year goal is for 6 million subscribers.
Young & Rubicam closes Cape Town office
[cape town] Young & Rubicam has closed its Cape Town office, one of the oldest in the city, following the loss of the J&B whiskey business as a result of an international realignment. Three months ago, it lost Smirnoff, another International Distillers & Vintners brand. Together, the two brands comprised Y&R's biggest account in Cape Town. J&B has gone to Addison Want Stroebel Gorin/J. Walter Thompson Co. and Smirnoff to Bull Calvert Pace, a Lowe Group agency. Other agencies are now scrambling for about $3.5 million in business left by the agency, including Goodyear Tire & Rubber Co. and Hertz Corp. rental car business.
Daimler-Benz halts A-Class launch
[stuttgart] Daimler-Benz announced it will temporarily halt delivery of its new Mercedes-Benz A-Class model -- launched just weeks ago -- because of continuing concerns about its safety. The ad campaign that had been promoting its launch since last year in its home market also has been stopped. Reportedly, a cinema audience in Germany broke into laughter when the A-Class commercial ran, following widespread and damaging reports this month the car failed technical tests in Sweden. Springer & Jacoby, Hamburg, created the campaign, which has been adapted throughout Europe. Dentsu produced the campaign for Japan, where the A-Class was presented at the Tokyo Motor Show just at the time that news broke of the car tipping up during Sweden's so-called "moose" test, in which drivers simulate having to switch lanes suddenly to avoid a moose on the road. (AA, Nov. 10)
Illinois taps FCB for U.K., German ads
[frankfurt] The Illinois Department of Commerce & Community Affairs Bureau of Tourism has awarded its European advertising account to Foote, Cone & Belding, Frankfurt. The U.S. organization previously worked with Publicis in Italy. The next campaign will concentrate on the U.K. and Germany.
Costly BMW motorcycle is a flop in India
[bombay] German automaker BMW, which will soon launch its luxury cars in India, is withdrawing its costly F650 motorcycle from the Indian market. Named Funduro, the 650cc heavy motorcycle failed to enthuse consumers in India, a large market for two-wheelers such as scooters, low-powered motorcycles, mopeds and bicycles. Introduced in the market nearly two years ago, the BMW model was India's most expensive two-wheeler at $15,000. New Delhi-based Hero Group, the local licensee for BMW, will cease assembling and marketing the Funduro, which received wide press at launch time but nothing else.
Big 'Men in Black' support for debut in Japan
[tokyo] Sony Pictures Entertainment is putting its biggest ad support ever in Japan behind its new-year launch of the movie "Men in Black." The company is sinking $8.3 million into the campaign. The movie is said to have 50 companies linking into its promotion. Publishing houses, toy companies and taxi companies are among those hooking up with the film. New "Men in Black"-branded Wave UFO games for the Bandai console system will be produced. The Barry Sonnenfeld-directed film will show in 250 movie theaters in Shochiku and Tokyo -- the widest distribution of any movie this winter.
Bosch international effort starts in Germany
[stuttgart] Robert Bosch Inc., which makes automotive parts, household appliances and power tools, is rolling out an international image campaign. The corporate effort begins in Germany, using daily newspapers, general business publications and motoring titles. Next spring, the campaign will run in the U.K., France, the U.S. and some core markets in Asia. The campaign talks about Bosch's innovations in technical products The tagline of the campaign is "Bosch -- there's always a solution." In November 1996, DDB-owned Heye & Partner of Munich won the task of creating Bosch's first international corporate image account. Heusenstamm, Germany-based PWS handles media buying.
Mexican broadcasters shelf crime programs
[mexico city] TV Azteca announced it was pulling its popular tabloid news program "Ciudad Desnuda" "Naked City" off the air last week. "Ciudad Desnuda" borrowed its format and style from similar police and crime shows in the U.S., like "Cops," and was one of TV Azteca's top-rated shows. Rival Televisa also is pulling its own tabloid news show off the air. Anchor Jacobo Zabludovsy announced during a nightly news show that broadcasting of "Fuera de la Ley" "Outside the Law" would end Nov. 21. TV Azteca says the decision was made partly in response to the concerns of "some commentators, intellectuals, legislators and political figures regarding the handling of violence in the media." Government officials and other political leaders recently have strongly