Another bout of the Summer Olympic games has just concluded! The Pearl of the Orient was done proud with our biggest medal haul since 1932. This was thanks to Hidilyn Diaz who historically won Gold in the Women’s 55kg Weightlifting category, Nesthy Petecio and Carlo Paalam who each bagged Silver in their respective Boxing Divisions, and Eumir Marcial who boxed his way to a Bronze finish in the Men’s Middle category. Even without a podium finish, the Philippines’ other Olympic qualifiers still had an exceptional run, exhibiting admirable skill and poise during their rounds. Some of these stand-out champions include gymnast Carlos Yulo, pole vaulter EJ Obiena, and skateboarder Margielyn Didal.
There’s no doubt each and every one of our kababayans made us proud during the two-week sporting event. With every magic moment that occured, notable brands and companies churned out “congratulations” and “thank you” posts for our Olympians, usually in quirky and jovial ways. There was a distinct Filipino touch to each advertisement, which not only inspired us to praise our athletes, but also fascinated us with how charming and well-thought out they were. The innate cleverness behind these collaterals, whether through their visuals or written copy, could only be attributed to the natural ability of Pinoys to make swift remarks.
Given that most of, if not the entire world, had their eyes pinned on the Olympics, viewers were drawn to posts associated with it as they scrolled through their feeds. When brands produce this type of content, they utilize an advertising strategy called Moment Marketing.
What is Moment Marketing?
In a nutshell, Moment Marketing is when a brand takes advantage of a current trending event and creates content around it. This is a way for them to engage in a discussion about whatever “big thing” is happening, and is a relatively organic way to draw the attention of their audiences. When something pops up on screen and gets people talking, advertisers are quick to come up with sharp but amusing content that both comments on what happened, and also highlights their brands.
In the case of the Olympics, Hidilyn Diaz bagging Gold or Carlo Paalam securing Silver are only some of the notable moments that got people talking. Think of “moment marketing” as brands showing us they know what the buzz is all about, and that they’re as proud of our athletes as we are. While advertisements primarily have the goal of selling products or services, moment marketing is a way for them to do just that while also highlighting popular events, and uplifting newsworthy individuals.
Here are 7 brands who really tickled our fancy as they made the most out of Olympic season:
McDonalds is undeniably one of the most popular and recognizable brands in the world. Their minimalist approach in congratulating our podium finishers proves that sometimes less is more. The simple use of a poignant red background with yellow curves already points to the fast-food giant, with figurines of our champions serving as indicators of who each post is for.
Starbucks was able to commend our athletes in a simple but clever way. All they needed were candidly written copies and straightforward product photography, banking on how certain things we usually associate with the coffeehouse can resemble elements from the Olympics.
Given the phonetic similarity of their names, it was only right for refreshment brand NESTEA to associate with boxer Nesthy Petecio. After much clamor online, they eventually did by releasing collaterals that displayed cups of their iced tea, as they declared their pride for the Silver medalist. One of the prizes Nesthy actually won after her Olympic run was, amusingly enough, a considerable amount of NESTEA products for her hometown and a chosen NGO!
4. National Book Store
Similar to Starbucks’ strategy, National Book Store took recognizable school supplies and portrayed them in an Olympic light. The bendable plastic ruler became EJ Obiena leaping over a beam, and pencil erasers were shaped as boxing gloves to salute Nesthy’s second place finish.
Beyond just a “congratulations,” Smart saw Carlo Paalam’s Silver medal win as an opportunity to also share his history. Growing up scavenging for scrap metal, it was a full circle moment when Carlo won the prize that was essentially made out of the same material he used to rummage for. It was a multi-layered story that was told in an uncomplicated way by Smart, through simple text and straightforward visuals.
6. Mega Tuna
Perhaps one of the wittiest advertisements that came out of the Olympics season was from Mega Tuna. To commemorate the country’s second medal after Nesthy’s victory, Mega Tuna simply exclaimed “Two na!” We all love a pun, and this was a great example of how the first quips that come to mind are most often the best.
Amidst all the congratulatory posts, Orocan snapped at everyone with a sassy but factual reality check. It’s sadly true that most of our representatives, specifically our Gold finisher Hidilyn Diaz, struggled to gain funding or sponsorships for their Tokyo 2020 journeys. So when the accolades began rolling in and brands started saluting our athletes, Orocan reminded us of their negligence prior to out athletes' victories. "Wag na tayong magplastikan,” the ad reads. Sure, it’s humorous in nature, but it’s also a call out to corporations and national agencies who need to start paying more attention to the different fields in our sports sector, with or without international acclaim.
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