- Misguided ambush marketing award- this goes to Asda for taking over Southfields tube station with its very unimaginative ‘in your face’ campaign around strawberries with its obvious association with Wimbledon. Occupying the lower end of the supermarket sector, most of Asda’s target market won’t be attending Wimbledon, so not sure what the thinking was here. I could imagine Waitrose benefiting from this type of campaign.
- High street bank not prepared to give up sports sponsorship award- HSBC kept a high profile at the Championship as the official banking partner. By sponsoring the infamous queue for tickets, among other things, the bank created a unique brand experience for fans which also involved getting your photo taken. One could argue this is a bit much coming from a bank after the banking crisis; however, HSBC did not need to be rescued by the UK government and it’s extremely important to maintain a presence at high profile events and reach new customers.
- Niche targeting fast food vendor award- the Kosher stall pitched in front of HSBC marquee wins the award hands down.
- Restaurant award- this has to go to Maison St Cassien café in Wimbledon Village for the great PR in the Evening Standard and other media surrounding Andy Murray and his daily lunch of two large chicken baguettes for £15. The Village is awash with lots of upmarket French café chains, so this exposure must have been particularly satisfying for this independent Lebanese and Mediterranean restaurant.
- Most refreshing official supplier award- Evian wins this award for adorning Wimbledon Village with tastefully positioned flags above the retailers and restaurants, and other outdoor advertising close to the AELTC featuring Maria Sharapova.
- Pop up shop award- near Southfields tube station en route to the AELTC, Adidas took over local shop for the duration of the tournament and rebranded it, placing an eye catching, life-sized, cardboard cut-out of Andy Murray at the door and filling the shop with lots of Adidas merchandise.
- Lowering tone of neighbourhood award- it’s not only local houses getting rented out to players and officials - a driveway en route to the AELTC was apparently the perfect spot for a burger stall. I’m sure the neighbours really appreciated this enterprising local hosting a fast food stall on their doorstep with its lovely odours.
- Does any player actually use that official product award?- this must go to Robinsons as the official still soft drink since 1934. What they’re best known for is their barley water but has anyone actually seen a player drink it since Virginia Wade won in 1977? We always feel sorry for the lonely, untouched bottles on the show courts! Actually, most top players seem to have adopted a BYO policy with Andy Murray bringing along a plastic bag full of a rather disgusting coloured liquid.
- Crap merchandise award- the official Wimbledon shop wins this hands down for its dated and unfashionable, branded clothing and accessories in pastel colours. Does anyone actually buy this gear? What a wasted opportunity to increase Wimbledon’s brand equity. It's all very ironic given that stylish Ralph Lauren has been the official outfitter since 2006.
Good luck to Andy in the US Open and let’s hope he manages to finally win Wimbledon next year - Nae Bother big man! The Maison St Cassien café will definitely be pleased to see him back.
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