Am-BUSH-ed!
Rewind to any big-ticket sporting event of the world and you are sure toDLY+WISE.JPG)
find a big brand (usually the unofficial sponsor) burning midnight oil, building its ambush strategy. Here is lowdown on some of the biggest cat-fights.
Atlanta Olympics ‘96 The venue city was thronged by unofficial sponsor Nike with billboards and swoosh banners and a huge Nike centre overlooking the stadium was built. The move triggered world sports organisations to adopt strict anti-ambush strategies.
Winter Olympics, Norway, ‘94 In response In response to TVCs of the official sponsor Visa, which said that AmEx cards were not accepted in the Olympic Village, AmEX counteracted by flaunting a tagline that said that Americans did not need a ‘visa’ to go to Norway.
Cricket World Cup, ‘96 After Coca-Cola grabbed the official sponsorship, Pepsi ran ads that said: ‘Nothing official about it.’
World Cup 2002 Despite Adidas being the official sponsor of the event, rival Nike outfitted some of the top teams in its gear. 2002 Winter Olympics, Salt Lake City A local company, Schirf Brewery took on Anheuser-Busch, the official sponsor by painting its delivery trucks ‘Wasutch Beers. The Unofficial Beer. 2002 Winter Games.’ It was completely legal! One read-through of these hilarious mind games, and you realize that India hasn’t seen anything yet!
DLY+WISE.JPG)
find a big brand (usually the unofficial sponsor) burning midnight oil, building its ambush strategy. Here is lowdown on some of the biggest cat-fights.Atlanta Olympics ‘96 The venue city was thronged by unofficial sponsor Nike with billboards and swoosh banners and a huge Nike centre overlooking the stadium was built. The move triggered world sports organisations to adopt strict anti-ambush strategies.
Winter Olympics, Norway, ‘94 In response In response to TVCs of the official sponsor Visa, which said that AmEx cards were not accepted in the Olympic Village, AmEX counteracted by flaunting a tagline that said that Americans did not need a ‘visa’ to go to Norway.
Cricket World Cup, ‘96 After Coca-Cola grabbed the official sponsorship, Pepsi ran ads that said: ‘Nothing official about it.’
World Cup 2002 Despite Adidas being the official sponsor of the event, rival Nike outfitted some of the top teams in its gear. 2002 Winter Olympics, Salt Lake City A local company, Schirf Brewery took on Anheuser-Busch, the official sponsor by painting its delivery trucks ‘Wasutch Beers. The Unofficial Beer. 2002 Winter Games.’ It was completely legal! One read-through of these hilarious mind games, and you realize that India hasn’t seen anything yet!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
Source : IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative
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Labels: ARINDAM CHAUDHURI, IIPM Alumni, IIPM EUROPE TOUR, IIPM Placement, RAVINDRA SINGH RAWAT
