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18 June 2006
Better corporate gifts with the World Cup theme
June 2006, a big month for soccer fans around the world as Germany hosts the World Cup soccer tournament. I’ve seen many big companies pay millions of dollars to get the right to produce official World Cup merchandises or to do advertisements with the official World Cup logo. But most I feel did not leverage the full possibilities of using the World Cup brand name to endear themselves to their target audiences.
One company did it right in my opinion, and they didn’t even have to pay millions of dollars for this corporate gift and advertising campaign. TNT, the global express courier company, launched a campaign with the tagline “If you don’t want your express deliveries to go into extra time, use TNT.” What apt copywriting. Also, from April to June 2006, customers who send a delivery with them gets a TNT themed official size 5 soccer ball, and a TNT soccer mug. These corporate gifts will be put to great use during a soccer crazy month. Imagine the amount of visual branding achieved when a single TNT customer gathers friends, colleagues and relatives together for some World Cup/soccer bonding.
Everyone who has seen these TNT corporate gifts in my room has asked me about it. A great corporate gift that tied in well with a global phenomenon to propagate a company’s branding. It would only have been better if we were the ones manufacturing the themed soccer balls (we can do that quite well).
Oleh!
Ian Choo, 18 June 2006
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June 2006
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