With 100 days to go before the start of Rio 2016, Team GB partner Kellogg’s has launched an eight-month ‘Great Starts’ campaign leveraging pre/during/after Olympic excitement and featuring a set of British Olympic stars.
The campaign, which has been developed in harness with agency Taylor Herring, runs with the #GreatStarts hashtag and aims to focus the spotlight on ‘the great British morning routine’.
It launches with video and picture creative that recreates iconic Hollywood film ‘wake-up scenes’ and features three UK Olympic ambassadors – Sir Steve Redgrave, Rebecca Adlington and Louis Smith – who have 13 Olympic medals between them.
The Olympians star in movie scenes mock-ups that stretch from Ferris Bueller’s Day Off (featuring record breaking British Olympic medal winning rower Sir Steve Redgrave), Home Alone and Spider Man (with Smith playing Peter Parker) and Bridget Jones (starring Adlington as the title character).
The spearhead film, which debuted on 26 April, sets out to explore the idea that ‘everyone has a morning routine; whether it’s singing in the shower, having a pillow fight or eating breakfast whilst reading a newspaper’.
The spot and the campaign’s other executions and assets drive viewers to the digital hub at www.kelloggs.com/greatstarts and to the initiative’s social media channels where Kellogg’s asks the British public to share ‘what they do to get their day off to a great start’.
The campaign for Kellogg’s, an official sponsor of Team GB, will continue to roll out over the coming months and will also include a user-generated content competition that will sees fans encouraged and incentivised to share their own ‘great starts’ across the brand’s platforms in order to be in with a chance to win a trip to Rio to cheer on Team GB at the Olympic Games.
To enter, consumers are simply asked to share their own pictures and videos of how they get off to a Great Start in the morning and use the hashtag #GreatStarts on either Twitter, Instagram, Facebook, or via the campaign site at www.kelloggs.com/greatstarts #GreatStarts
As well as the film, this consumer-created Olympic trip competition strand is being promoted across social media,
WIN TICKETS TO RIO 2016!
Show or tell us about your #GreatStarts & you could be cheering on @TeamGB at Rio 2016!https://t.co/EflMXrAX9D
— Kellogg’s UK & IRE (@KelloggsUK) April 27, 2016
Show or tell us about your #GreatStarts & you could be cheering on @TeamGB at Rio 2016! > https://t.co/y56Aa7oeuI#100DaysToGo
— Kellogg’s UK & IRE (@KelloggsUK) April 27, 2016
and it is already encouraging plenty of consumer social entries.
Taylor Herring is the lead creative agency and is working closely with Kellogg’s retained media agencies to amplify Kellogg’s role as a sponsor, as well as overseeing the PR phases and digital executions supporting the campaign.
Peter Mountstevens, managing partner at Taylor Herring, said: ‘We all remember the buzz and goodwill around the 2012 Olympics and we plan to build upon those memories with a dedicated, content-led campaign that truly engages the British public.’
Comment
Thus far this seems to be a straightforward, mainstream approach to traditional mass market multi-sport property activation: maxmimisng interest and driving engagement through well-timed, light-hearted and fun launch creative led by property-relevant famous faces.
Encouraging and incentivising morning starts certainly makes sense for a breakfast cereal brand, but Rio de Janeiro is actually four hours behind UK time so the British public will more likely be settling down to their evening meal (and not a bowl of cereal) to watch the 2016 Olympic action
Taylor Herring, which won its place as Kellogg’s creative agency following a high profile competitive pitch, is the lead agency devising the core creative and is working closely with Kellogg’s set of retained media agencies to amplify the cereal brand’s role as a GB team sponsor.
Links
Kellogg’s #GreatStarts Website:
www.kelloggs.com/greatstarts
Kellogg’s YouTube:
https://www.youtube.com/user/kelloggspressuk
Kellogg’s Google +:
https://plus.google.com/u/1/+kelloggsukofficial/videos
Kellogg’s Twitter:
https://twitter.com/KelloggsUK
@KelloggsUK
Kellogg’s Website:
http://www.kelloggs.co.uk/
Taylor Herring:
http://www.taylorherring.com/
Team GB (British Olympic Association):
https://www.teamgb.com/
Team GB Twitter:
https://twitter.com/teamgb
@TeamGB
Team GB Facebook:
https://www.facebook.com/TeamGB
Team GB Instagram:
https://www.instagram.com/teamgb/
Rio 2016:
http://www.rio2016.com/
