Following a five year wait, as French judokas (like all other Olympians) finally headed for the tatami mats in Tokyo for the 2020 Olympic Games team sponsor Crédit Agricole rolled out a #SupportersDeNosBleus / #SupportOurBlues campaign to generate support from supporters back in France and to inspire the team in Japan.
The campaign, like all Olympic activations, was informed and designed taking into account the pandemic restrictions as well as by IOC rule 40,
Crédit Agricole, a partner of the French Judo Federation and of the French Olympic Judo Team, briefed agency La Fourmi to design a global, multi-channel campaign to generate support for the team and inspire the athletes’ performance.
The launch phase of the campaign rolled out ahead of the start of the Games was based around a unifying (translated) claim ‘More Than Ever, Supporters Of Our Blues’ was amplified across brand and team channels through social and digital content and via a PR push.
2 + 3 + 3 =
Clap de fin pour nos judokas tricolores qui nous auront tous fait vibrer cet été ! Tellement fiers de cette équipe, bravo les Bleus ! #SupportersdenosBleus #JudoWorlds2021 @SportEcoledeVie @CreditAgricole @FFJ pic.twitter.com/K0sgkpeLlJ
— Groupe Crédit Agricole (@Credit_Agricole) August 12, 2021
Plus, an in-store strand running across the banking group’s national network was based around a set of Judo Team ‘branded kits’ made available across 39 Crédit Agricole regional branches.
The second stage was built around a spearhead spot posted after the competition and distributed via the brand’s digital and social channels and across French media led by a partnership with the L’EQUIPE website which thanked the ‘French Olympic Champions’ for their commitment, effort and emotion, as well as for the medals won and the inspiration they provided the team and the nation.
Les athlètes d’aujourd’hui inspirent les champions de demain Entrer sur un tatami, à haut niveau ou non, c’est toujours la même sensation, les mêmes frissons.
Fiers de soutenir le judo français ! #SupportersdenosBleus @SportEcoledeVie @CreditAgricole @FFJ pic.twitter.com/WXzw5O0q0s
— Groupe Crédit Agricole (@Credit_Agricole) August 15, 2021
A further phase aimed at unite and engaging judo communities across France, a fun activation ran across the brand’s Sport as School of Life Instagram account incentivised by a contest to win judo kits signed by multiple World and Olympic medalist Teddy Riner.
This campaign sought to reinforce Crédit Agricole’s Sport as School of Life program and its core message that ‘the values of sport unite us and make us stronger’ and which aims to connect both amateurs and professionals.