The Olympics is the world’s biggest sporting event. According to the Guardian, 90% of the British population watched at least 15 minutes of the London 2012 Olympics. The Olympics serves as a major marketing opportunity for firms, allowing them to promote their brand ideals to a massive audience.
The 2016 Olympics will be held in Rio de Janeiro, Brazil, from the 5th to the 21st August. With the event’s start date in sight, businesses are already turning it to their advantage. Here are five innovative marketing campaigns that are winning the Rio 2016 Olympics…
The National Lottery has long-served as a Team GB sponsor. It’s “I am Team GB” campaign for Rio 2016, which features an animated film which shows a stream of animated lottery tickets flying into the UK, transforming sports enthusiasts into professional athletes, is inspired. Not only does it highlight the ‘national’ element of the National Lottery, it draws parallels between the transformative effect of the Olympic Games and the Lottery’s ability to change someone’s life.
For the 2016 Games Coca Cola, which has sponsored the Olympics since 1928, is planning to build on its ‘Taste the Feeling’ creative global campaign. First unveiled at the start of this year, Taste the Feeling is a “one brand” approach which is designed to reinforce the idea that anyone can drink Coca Cola.
Commenting, Coca Cola Chief Operating Officer Marcos de Quinto said: “Taste the Feeling will bring to life the idea that drinking a Coca-Cola… is a simple pleasure that makes everyday moments more special… Taste the Feeling will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience.”
To promote both Taste the Feeling and Coca Cola’s Olympic sponsorship, Ogilvy & Mather Brazil produced the #ThatsGold ad campaign for the brand. Featuring 79 Olympics athletes from 23 nations, these clips compare Olympic Gold medal wins to joyful everyday moments. With a catchy hashtag, a message that brings people together and the power of Olympic sponsorship, this campaign is sure to go viral on social media, generating significant publicity for Coca Cola.
Gillette has taken an interesting approach to the Olympics, which illustrates the dark side of training for the games. Grey New York produced an ad for Gillette called ‘Perfect Isn’t Pretty.’ The clip shows athletes such as British cyclist Andy Tenant pushing through physical and emotional pain, as they prepare themselves for the Olympics, accompanied by a new remix from popstar Sia.
Ad Week writes that the ad capitalises on the “triumph over adversity sports anthem formula,” that is common in sports advertising. It includes shots of the athletes shaving as part of their daily routine, directly linking Gillette to Olympic success. Tying it all together, the ad features a new twist on Gillette’s iconic tagline with “the best a man can get isn’t always pretty, but always worth the chase,” making for an extremely aspirational message about Gillette’s ability to help a man succeed.
Visa is Rio 2016’s payment sponsor. Capitalising on this amazing marketing opportunity, Saatchi & Saatchi London created a film called “The Heart of the Olympian” for Visa. Mixing shots of athletes training for the Olympics with images of a beating heart, it invokes the metaphorical and physical strength involved in winning a gold medal, inviting comparisons with Visa’s unfailing services. A 90 second version of the film was shown in UK cinemas and posted on YouTube and social media.
Speaking on the campaign, Visa Europe’s Executive Director of Brand and Central Marketing Gary Twelvetree was quoted by The Drum saying: “As an Olympic sponsor, Visa Europe can bring fans closer to the heart of the Games in Rio. Visa is the beating heart of payments – our system never stops and works whenever and wherever it’s needed. Just like the Olympians that will compete in the Games this summer, Visa is always on and ready to perform. This film is a celebration of that synergy.”
Panasonic, which is an official Olympic sponsor, took a very simple, yet extremely effective approach. With the Can You Hear Us In Rio campaign, Panasonic asked fans to show their support for Team GB on social media with the hashtag #superfans. This draws on national support for the home team, presenting Panasonic as a team player that consumers can depend on. Going further, Panasonic collated the best messages and posted them on its Superfans website, social media and YouTube.
Explaining the aims of the campaign, Panasonic UK’s Head of Brand Communications, Gaele Lalahy said: “London 2012 was really the first social media Olympic and Paralympic Games, and the digital world has advanced so much since then. Panasonic is embracing this opportunity to connect Team GB fans and celebrate everything about the Games, both on and offline.” Increasingly brands are focusing their spots sponsorship efforts on fans, highlighting how everyone can come together through sport.
Bringing people together
Since the modern Olympic Games were established in 1896, they have brought people across the world together. With the rise of social media and smartphones, we are living in a world that is more connected than ever before, where people can access and discuss digital content on the go. The campaigns that are capitalising on Rio 2016 successfully are those that show that like the Olympics, they have the potential to unify consumers and enrich their lives.