Cultural Olympiad

What is the cultural Olympiad?

Spread over four years, it is designed to give everyone in the UK a chance to be part of London 2012 and inspire creativity across all forms of culture, especially among young people. The culmination of the Cultural Olympiad is the London 2012 Festival, bringing leading artists from all over the world together from 21 June – 9 September 2012 in the UK’s biggest ever festival – a chance for everyone to celebrate London 2012 through dance, music, theatre, the visual arts, film and digital innovation, and leave a lasting legacy for the arts in the UK.

Problems

The brand is still unseen and unheard of purely because of the poor marketing behind it. The marketing of a product is more important then the product itself, it’s how people will react and what you want people to think and feel when it goes to the product. The idea of the cultural Olympics is their but when people try to research the product you can find very little information or next to nothing about what the events will entail or when and where the events shall take place, it doesn’t take a lot to seen that this will affect the out come of the success of the cultural Olympics.

I found when researching the cultural Olympics a lot of the time without knowing I would be reading about little things to do with the actual sporting Olympics. The website is lacking and is difficult to navigate for the using and the titles and web address is similar to the official Olympics website, I would look into making a clear distinction between the two and I will look to doing the same with the name of the cultural Olympiad. It just is marketed like most products are, you won’t see commercials on TV and billboards and poster about the cultural Olympics.

S.W.O.T Analysis

Strengths

It’s an alternative to the Olympics, which sport isn’t for everyone.

The idea is solid but just needs marketing.

Celebrities are going to be making appearances.

It’s a free day out.

Weaknesses

Difficult to define the target audience.

No press or marketing attention.

Very poor marketing and website design.

Too similar to the sporting Olympics.

Opportunities

Send because there is lack of marketing you have a clean slate

Any type of marketing will be better then what has already been done.

Have the freedom to advertise in any style

Have the opportunities to change the website and make it easier to navigate and use.

Threats

Threats people might not like the events.

Might not like the travel costs

Audience

We feel that to select a specific target audience for this product would be defeating the object of the whole point of the product, so we decided instead to go with high profile advertising but with a hypodermic needle effect. Which delivers a carefully managed message to our audience. Market research and data analysis has shown that there is a lack of awareness of the product but mainly because they haven’t focused on branding the product and giving it a stand-alone identity. We aim to give the product an identity while promoting the product and raising awareness at the same time.  We are going to have a wide range audience and go with the format and try to create the tag line that we have something for everyone. So we are going to balance both events for male and female and give a wide variety for all ages, this is so we can maximize the audience therefore increasing the success rate.

C r e a t i v e   B r i e f

Client: The Greater London authority

Context: The Cultural Olympiad is a four-year event situated in heart of London branching out across the United Kingdom show casing different forms of art from all over the world. It is not a new idea; Olympiads originate from Ancient Greece, the homeland of the Olympic games where the same kind of celebrations would begin four years before the actual games were about to begin. It wasn’t until 1896 that the Olympiad was brought into Europe and then became a part of modern day Olympics as a whole.  The brand has become somewhat lost on the radar, considering the appeal and media attention something of this magnitude should be generating, and it is your job as a creative agent to research and develop ideas on how to counteract this problem.

Target Market: Our aim is to get people motivated and interested in the cultural Olympics. We aren’t giving it a target age because we feel that it can be for anyone at any age. We want to create a real special alternative to sports, this we are going to aim at people that are cultural and creative, but try to give a create a little something for everyone.

Strategy: Our Aim is to address the public with our advertisements that I going to be placed on bus stops and billboards around the major cities to raise awareness, once people are intrigued about the product we will start giving out more information by sending leaflets through people’s houses. We also are going to have a short advert on BBC 1 at peak times so families might see and decide to take the family for a free day out. On all of our adverts we are going to link them to the cultural Olympics website so people have the option to look at the events and gather more information.

Agency

The agency that we work with is called Zom-box they specialize in promoting events and arranging certain events. The agency has had some experience before with arranging the events for Fifa last year.

Task: 5

Creative solutions: With the posters and types of advertisement we feel that this will help promote and raise awareness for the cultural Olympics.

Here are some examples of the work with annotations……….

 

 

When it comes to the advertising the product we wanted to mainly go for above the line marketing because I feel that these are easier to digest and take in.

Advertising TV: We wanted to give a bit of a teaser so each week goes by we reveal new events but we don’t tell them what how to get them or why, but on each advert we give them 10 seconds to take a picture of a QR code which will link them to a website giving them a schedule of when the next advert will take place with the new cultural Olympics logo, Zom-box are using. This will last for a totally of nine weeks and the last two weeks before the event will be a long list of events and telling you when and where to go and we will then give you another QR code for the main cultural Olympics website.

Web: For the web we are going to advertise on social networking sites such as Facebook, twitter, Myspace and advertise on Youtube. For the website we are going to recreate the website and make it easy to understand and navigate.  When creating the twitter page, were going to set up hashtags under the existing twitter feeds about the cultural Olympics, and also link the new name for it under the festival of culture 2012. We have decided to change the name slightly by taking out the Olympics because the title confuses people because they sound the same.

Print: Print is going to be one of our key aspects of our advertising plan/strategy. We have created the posters, leaflets and the billboard adverts that are going to be placed a few weeks before the festival of culture 2012, we want to go overboard with the advertising because the lack of marketing and how little people know about the product.

PR/Publicity: Were going to create a flash mob two weeks before the main events in the 7-week slot. We are going to create a shout out to professional and amateur dances and people that are involved In performing arts such as local colleges and schools and finally people that are on Facebook and send out chain emails too anyone the goal is to get as many people as possible to help promote the festival of culture 2012.

When it comes to making money back from the events this will be from the money that people spend when their there, seen as the festival is free to attend, we are opening up the opportunity for certain companies or artists of any kind pay/donate a small fee to promote their organization.

Joel’s Evaluation

When it came to writing the assignment and creating ideas, we found it really difficult to first get started, I found it really hard to just find any information that I could go ahead and actually use. When I did eventually find the information needed to start the tasks and I was comfortable using it knowing that it was accurate. The creative brief was what Ryan created when we first started the assignment and I just added some small details about a rough outline of what we were planning to do.

 Ryan and I both gave a fair division of labor a lot like the last assignment I did most of the writing, but we came up with the plans and the ideas together and then Ryan did all of the graphics and design work, because I prefer the write ups and Ryan likes creating and designing. It took us awhile to get motivated because it really did feel like taking a shot in the dark when it came to marketing the cultural Olympics, but once we understood where and how we were going to market I feel that we cam out with successful results and I’m pretty happy with how everything worked out. I feel that I’m better at writing then I am at the creating and designing, were, as Ryan doesn’t lack the skills in adobe applications were as I feel I do. When it came to time management we didn’t really set ourselves goals and a certain time to meet them, we just went along at our own pace and then filled in the blanks with what hasn’t been done.

 The main challenge was trying to get motivated and like what we were marketing, but if you don’t find the product interesting it’s hard to work on/with. Achievements when it came to the assignment I really didn’t enjoy it, I feel that it is the worst one in industries so far, but I’m happy with the way everything turned out and feel that me and Ryan work well together. I did found the S.W.O.T analysis to be handy at times like when using it as a reference to way up some of the pros and cons. But I’m little bit tired having to write up S.W.O.T’s because recently it’s be come a common occurrence. Overall I’m happy with how the assignment went, but I wouldn’t want to repeat it anytime soon.