1. London 2012 Will Evolve Britain and Britishness
As I predicted back in January, the story of how Britain re-defines itself and what it means to be British under the global spotlight has been and will continue to be a key trend all year. As I write this, Ed Miliband’s speech about Englishness is making waves. Back in March we had the decidedly mixed reaction to Stella McCartney’s Team GB kit designs for adidas, which of course wasn’t a debate about design but about identity. The Jubilee was always going to be a landmark moment in this story, celebrating Britain at its most traditional. We can of course expect more of the same come Games Time, but watch out too for how the Games showcases more modern and diverse aspects of Britain, and how this evolves ’Britishness’ – both for ourselves, and for the world.
2. Reflecting The Mood of the Nation Is Vital For Sponsors & Broadcasters
The ability to accurately reflect and leverage the mood of the nation at Games Time is vital to, in particular, the Games’ sponsors (especially the consumer brands) and to its host broadcaster. Get it right, and the overall campaign finishes with a halo and on a high. Get it wrong and – well, you end up with Fearne Cotton and Paloma Faith talking about sick bags featuring the Queen’s face.
3. It Might Rain. In Fact It Probably Will.
Outside of the host country, most Games are only remembered for two or three things at most. Example: Vancouver 2010. If you’re British, I suspect you’ll remember it for some or all of these three things: Amy Williams’ gold medal; the tragic death of Nodar Kumaritashvili; and the fact that it didn’t snow.
It rained – a lot – during the Jubilee long weekend. Let’s hope it doesn’t – too much – during the Games.
4. How Will It Look & How Will We Feel About It?
For better or worse, one of the defining images of the Jubilee was of course the Union Jack. It wasn’t subtle, but it was everywhere.
London 2012 of course has its own version, which differs markedly to the rest of the 2012 visual identity
A defining image of every Olympics in the modern era for the host country is the ‘look and feel’ of the host city at Games time. I’ll be very interested to see how London 2012 renders its visual identity onto London and the country during the Games, if and how consumers adopt and adapt it to their own purposes, and how this ultimately affects the legacy perception of what of course began life as a deeply unpopular logo.
5. Show Me (Don’t Tell Me)
I’ve written before about how well - in striking contrast to the World Cup – the Olympics leverages the suspense of which acts will be playing at the Opening and Closing Ceremonies.
In this respect I thought it was a shame that after the Diamond Jubilee concert Sir Paul McCartney chose to reveal that he would be, as he put it, “closing the opening” of London 2012.
That aside, watching the highlights of the Diamond Jubilee concert, and hearing people talk about it the next day, it struck me again how important ’the show’ – the Opening and Closing Ceremonies, and all the accompanying concerts -is going to be to people’s experience and memory of the Games, not least (picking up on my point above about Britishness) in shaping both Britain and the world’s impressions of what it is to be British.
And on that note, let’s hope that, come July 27, we can do a bit better than this.
6. Expect More Projection Mapping
Unquestionably the big hit of the Diamond Jubilee concert was Madness playing on the roof of Buckingham Palace, which was memorably transformed by some brilliant projection mapping.
Although projection mapping has been out there for a couple of years, this was the first experience of it for most UK consumers who were evidently wowed. Good news for them, because I happen to know that there’s a lot more of the same coming during Games Time.
By Tim Crow on June 7th, 2012
Tags: BBC, Brand marketing, Content, Default, Design, Diamond Jubilee, Digital marketing, Experiential marketing, London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Music, Olympic sponsorship, Olympic sponsorship consultants, Team GB, Television, Vancouver 2010, Winter Olympics