Picks of the Week: February 5, 2018
Account Coordinator, Activations & Events
Ganten Water faces sponsorship backlash at Australian Open.
The 2018 Australian Open in Melbourne ended on January 28th after a successful tournament that began on January 15th. This tournament is the first Grand Slam of the year and attracts the business of many prominent sponsors including Kia, ANZ and Rolex. One sponsor in particular has been facing resistance from the local Australian community; Ganten Water is the Official Water of the Australian Open in a deal lasting until 2022. Over the course of the tournament, attendees and media have spoken out saying that the Official Water of the Australian Open should in fact be from Australia, whereas Ganten is a brand from Shenzhen, China.
Individuals have taken to Twitter saying that this sponsorship is unpatriotic and simply a profit-making scheme. This is not the first time Ganten has done business in the sport sponsorship landscape. In the summer of last year, Ganten became the Official Water of Juventus FC, an Italian professional soccer club, and will own this title for three seasons. Continually we see international companies stepping into global markets to increase brand exposure. With the vast reach of the Australian Open broadcast as well as attendees present from 72 different countries, it is no surprise that Ganten Water pursued this sponsorship opportunity and that Tennis Australia alongside the Australian Open were happy to welcome the international brand.
Assistant Coordinator, Activations & Events
adidas launches a raffle style entrance for exclusive shoe release event in Los Angeles.
With the NBA all-star weekend fast approaching, it has become known that Adidas will be hosting a 2 day event in downtown Los Angeles at 474 Warehouse St. Taking place on February 16th and 17th. Adidas will release over a dozen exclusive shoes that will only be available at the event, featuring a variety of lifestyle and basketball styled footwear. Damian Lillard and James Harden, two participants in the ASG weekend, both have new designs being featured at the event, but their actual attendance is still up in the air. Although most details are being kept behind closed curtains, it has been confirmed that N.E.R.D, led by Pharrel Williams, will be performing at the event, amongst other unnamed artists and groups. The only way to attend the event is through entering a raffle draw through the 747 Warehouse St. website.
The event has gained some serious recognition amongst attendees of the ASG weekend and the exclusivity and secrecy of the event only seems to be adding onto the hype. This activation is a prime example of how brands need to humanize themselves and market social experiences rather than being solely focused on the product they offer. Industries such as the shoe industry are so competitive and fluctuant that it is important go beyond simply marketing a product or service and actually creating a positive relationship with consumers. This is also a great example of a brand utilzing a larger event that will draw a similar demographic to that of their own, to benefit themselves.
Account Executive, Consulting
HBO transforms NYC steam vents into glowing joints.
Out-of-home advertising keeps escalating in 2018 and this time New York City steam vents were converted into glowing joints to promote the premier of HBO’s High Maintenance second season, a TV show that explores the private lives of individuals through a common thread: a marijuana dealer-deliveryman.
The pay-cable network put up installations for only one day (Friday, January 19th, the day of the new season’s premiere) in three locations – Union Square and Meatpacking District in Manhattan, and Williamsburg in Brooklyn – aiming to re-engage the series’ current fan base and incite curiosity among those who haven’t discovered the show.
The whole idea and execution of the installations was genius, utilizing NYC’s representative vents and making them iconic and more relevant for a day through an authentic transformation; it automatically called for attention in a discreet yet mesmerizing way by making pedestrians notice something different, take pictures, share them via social while also having the opportunity to meet the actors from the series on their ritual walks to the office, back home or simply across the city. HBO’s fearlessness and pragmatism to stand out without requesting too much effort from consumers made this advertising one for the books.