STB, Audi launch IOC campaigns

Singapore - Both the Singapore Tourism Board (STB) and Audi recently carried one-off full-page ads in the local press to leverage on the attentiveness of a global audience to the recent International Olympic Committee (IOC) session, in which London was eventually selected as host of the 2012 Summer Olympics.

"As a member of the Inter-government Coordination Committee for the IOC, the STB wanted to communicate its hospitality to the opinion leaders attending the event with a message that graphically captured the infrastructural efficiency of Singapore in a manner befitting the occasion to a multilingual audience," said Rachelle Lee, Business Director at Young & Rubicam Brands, the agency which created the campaign.

Titled ‘Olympic Torch', the Y&R execution -- also reproduced as postcards and posters -- appeared in The Straits Times and Lianhe Zaobao the day before the IOC committee members convened. Separately, the formul8 (F8)-created print campaign for Audi ran on July 6 and was designed based on the similarities between the Olympics rings and the Audi emblem, which is made up of four interconnected rings.

"We wanted readers to think about what the rings represent -- be it leadership, competitiveness, or strength and recognition -- and then realise that these were what Audi stood for," said Fiona Bartholomeusz, Managing Director, F8. "It was such a feel-good ad to develop, and very much in the spirit of the Olympics as well."

MediaCompete handled media for the F8 execution, which was targeted at the masses "because the spirit of the Olympics is something that touches everyone" as well as Audi owners specifically.