Crossing the finishing line with that awkward posture sent a lot of messages across the world of sport, he became the first British to win the illustrious 5,000 and 10,000m double in the same Olympic. With those achievements, his trademark dance-move- the Mobot became a global hit. Just like Usain Bolt’s winning posture, nice to see Mo Farah take the Mobot posture as an integrating part of his brand, it symbolizes an outstanding success, endurance and achievement.
Mo Farah is catching into the post Olympic success, with brands around ready to get his signature to endorse their brands. Both Gold medallist at the games, Usain Bolt and Mo Farah are Olympics hero who will actually enhance any brand’s message.
Virgin Media was quick enough to have him as one of their brand ambassadors, firstly spotting the blonde beards like Sir Richard Bradson, the owner of Virgin Group with Usain Bolt. Even furthermore, his finishing line postures have been integrated into new campaign for the media company.
Jeff Dodds, executive director of brand and marketing communications at Virgin Media, said: “What better way to remind our customers of how Virgin Media goes the extra mile to deliver brilliant services than with national hero, Mo Farah. Mo’s brought us some golden moments throughout 2012 and with amazing digital services, including HD TV at no extra cost and the UK’s fastest widely available broadband, Virgin Media is the perfect place to enjoy them all.”
Unlike Bolt, Farah is British and you can imagine how well these campaigns will be received. He is creating the right buzz about the Brand. It also celebrates the diversity in the England, though Farah was born Somalian, he is now British, adapted well and representing the country at the highest sporting level. Jeff added: “After delivering a stellar performance in the Olympic Games, Mo has found a special place in all of our hearts and is a fully fledged national hero.”
I think it is a win win situation here for both brands, Virgin tapping into Farah’s Olympic success and Farah enjoying this, integrating his Mobot as an identity we all associate with. Even without reading the copy for the adverts, the image of Farah staring at your face brings Virgin to mind. Really we can’t say Farah than that.