Company in Focus: ABT
 
ABT Brand Experience Enjoys Sweet Success in China
The Beijing branch of Australasian brand experience agency ABT has just completed its first pre-Olympic Games experiential event for the Snickers brand in China.
ABT Creative won the contract from Effem Foods/Mars Corporation in China to develop a creative campaign to raise Snickers awareness and maximize their return from their sponsorship status surrounding the Beijing Olympics.
ABT devised the 'Snickers Street Olympics' tournament (staged in Beijing), which included hybrid sports events such as 'Basoccer' (a mix of basketball and soccer), 'Streetminton' (a combination of badminton and breakdancing) and 'Snickers Jump Satisfaction' (participants jumped over as many Snickers bars as possible to win them). Tickets to the real Olympic Games were up for grabs as prizes.
From his offices in Beijing, ABT CEO Peter Grose said: "With this event, Snickers has kicked off the competitive brand Olympics. By taking traditional Olympic sports and giving them an urban twist, we've grabbed the attention and participation of tens of thousands of 15-25 Beijing males – the key target group for the Snickers brand."
Handling the strategy, creative and logistics, ABT staged the 4,000 square metre, brand experience event within a University precinct of Beijing. The Snickers Street Olympics – also featured appearances by local TV, music and sports stars. They drew a vast media presence with over 150 representatives from newspaper and television stations in attendance. All of ABT's innovative concepts from the street games were also featured on the popular local youth TV program 'Beijing Boy'.
Further information:
Claire Kowarsky
+61 (0) 410 300 021
claire.kowarsky@abt.com.au
Peter Grose
+86 10 5900 1178
peter.grose@abt.com.au
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