Post on 17-Jan-2016
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transcript
SportAccord: Sponsorship Focus Session
Activation In The City: How sponsors make their investment pay off in host cities and elsewhere
26 April 2007
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Who is Lenovo?
• 3rd largest PC company in the world– Best-engineered PCs
• A New World, Global company – International executive team
– Headquarters in Beijing, Singapore and Raleigh, NC
• TOP sponsor of the Olympic Games
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Why the Olympic Games?
• The Olympic Games represent goodwill, excellence and global unity
• Olympic Games are far-reaching– An estimated four billion television viewers worldwide will watch the Beijing
2008 Olympic Games
• The Olympic Games offer a showcase for our technology
• The Torino 2006 Olympic Winter Games were Lenovo’s first experience in the Olympic Games
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Why the Olympic Games?
• Sports marketing is a broadband solution for brand-building – Innovation and technology are crucial in the operation of properties
• Worldwide sponsor of the Olympic Games
• Formula One
• National Basketball Association
– Business opportunities with properties and their partners
– Reach from C-level officers to consumers
• Passion and emotion of Olympic Games create a connection between
Lenovo and customers
• Sponsorship of the Olympic Games positions Lenovo as a new world company building the best-engineered PCs
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Worldwide Marketing Plans
• Integrating Olympic Games in all marketing campaigns including advertising
• Marketing surge corresponds to geographic interest level
• Selecting Lenovo Champions in key countries to act as ambassadors
• Inviting customers to see the technology showcase at the Games
• Working on collaborative initiatives with National Olympic Committees
• Continuing partner relationships with fellow worldwide sponsors including Visa and Coca-Cola
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Lenovo Products at the Olympic Games
• Worldwide sponsor of computing equipment for the Beijing 2008 Olympic Games– PCs, servers and storage equipment
• Virtually every aspect of the management of the Games depends on the technology operations based on best-in-class Lenovo equipment
– Game Management Systems: accreditation, staffing and scheduling, transportation, sports entries and qualifications, etc.
– Timing and scoring
– Ticketing
– Internet usage
– Lenovo Internet Lounges
– On-venue results
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The Olympic Technology Challenge
• The Olympic Games are a massive undertaking for Lenovo
• Equipment and services provided during the two weeks of the Games are equivalent to that needed for any Fortune 500 company
• At the same point before Torino 2006 Olympic Winter Games, Lenovo only needed to commit one-third the number of products and technicians
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Lenovo’s Second Olympic Games: By the Numbers
Athletes
2,508
10,500
Participating Nations
80
201
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Lenovo’s Second Olympic Games: By the Numbers
CitiesCompetition Sites
Non-competition Sites
15
39
13
17
7 7
15
38
84
302
7
28
SportsDisciplines
Events
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Lenovo’s Second Olympic Games: By the Numbers
Journalists
10,000
20,000
Computer Equipment
6,400
14,400
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Technology Geography: Beijing and Beyond
Qingdao
Sailing
Hong Kong
Equestrian
Tianjin
Football
Shanghai
Football
Shenyang
Football
Qinhuangdao
Football
BEIJING
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Technology Implementation
• Lenovo has already devoted significant time, resources and product to the 2008 Olympic Games
• More than 30 Lenovo staffers are now working with various partners configuring the equipment for upcoming test events
• Two of three hardware deliveries complete, including approx. 2,000 pieces of equipment installed at the BOCOG Integration Test Center:
• 300 servers
• 800 desktop computers
• 800 computer monitors
• 70 notebook computers
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The Test Phase: Find, Fix and Test Again
• Lenovo is now running tests at the Integration Test Center
• 42 test events to identify technology issues and solutions
• Competitive sporting test events begin in June 2007, end weeks before August 8, 2008– Lenovo successfully supported first test competition, the World Women’s Softball
Championship, from August to September 2006
• Year-long test period far exceeds time allocated to an average project, sports or otherwise
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Preparing the Sites Behind the Scenes: Non-Competition Venues
Next phase is building hardware infrastructure
to support core business functions
Human resources
Services support
Moving plan for theIntegrated Laboratory
Performancetesting
Email and officearchive
Information technologystaff training
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Keeping Athletes Connected: Lenovo Internet Lounges
• Lenovo will operate and staff seven Internet Lounges in the Olympic Villages– 5 in Beijing
– 1 in Hong Kong (equestrian competition)
– 1 in Quingdao (sailing competition)
• Athletes, trainers, coaches can e-mail, surf the Web, socialize and interact with fans, families and friends
• Internet Lounge for media in the Main Media Center– Lenovo technicians will staff a help desk
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500 Days of Lenovo Advertising
• Advertising campaign launching on China Central Television (CCTV)
• Start March 27 and continue every day until the Games begin
• Daily 25-second spots – Primetime before CCTV 1’s 7:00 p.m. news
– Daytime on CCTV 5, nation’s most-watched sports channel
• Eight sets of commercials feature different phases of the Olympic Games, including preparation of venues, Opening Ceremonies, test events, etc.
• Ads tie in with the “New World, New Thinking” marketing initiative
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Lenovo Marketing Kick-off
• Completing 1,000-town road show
– Reached small towns in China, average population about 250,000
– More than 2 million citizens reached
– Full-day events with athletes, government officials, Lenovo spokespersons
– Provided first PC experience to thousands of Chinese, donated to schools
– Brought Olympic Games to cities outside Beijing
• Olympic Games national road show - current and potential small and medium business (SMB) customers– Approx. 200 mid- and large-sized Chinese cities
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