We analyse and showcase all of the key rights-owner, IOC partner, domestic sponsor/supplier, sports brand and broadcaster marketing campaigns from the PyeongChang 2018 Winter Olympic Games. This report is free for subscribers and £1000 for non-subscribers. Click To Download.
Tag: Winter Olympics
Alibaba Launches Debut IOC ‘To The Greatness Of Small’ Underdog Campaign Ahead of PyeongChang ’18
Kicking off its 10-year International Olympic Committee partnership, the Alibaba Group rolled out its first Olympic brand campaign with emotional storytelling aimed at driving awareness of its support for small businesses. The strategic and creative concept aims to use sports to reinforce links between the company’s work with small businesses – showcasing just how powerful… Continue reading Alibaba Launches Debut IOC ‘To The Greatness Of Small’ Underdog Campaign Ahead of PyeongChang ’18
Team Canada Unveils Bold, Values Based #BeOlympic Brand Platform Ahead Of 2018 Winter Olympics
Launched two weeks ahead of the PyeongChang 2018 opening ceremony, the Canadian Olympic Committee (COC) rolled out a fresh brand platform highlighting Canadian values called ‘Be Olympic’. The #TeamCanada campaign, launched on 23 January, celebrates the country’s Winter Olympians, highlights their shared values and challenges all Canadians to consider just what it means to… Continue reading Team Canada Unveils Bold, Values Based #BeOlympic Brand Platform Ahead Of 2018 Winter Olympics
United #TeamUSA Spots Turn Athletes & Employees Into Superheroes For Winter Olympic Work
Mid January saw Team USA airline partner United Airlines debut its Winter Olympic ‘Superheroes’ advertising campaign ahead of PyeongChang 2018. While the work, developed with United’s agency of record McGarryBowen New York, is unfolding at United airports and other out-of-home spaces, as well as on social media, the activation is spearheaded by a series of… Continue reading United #TeamUSA Spots Turn Athletes & Employees Into Superheroes For Winter Olympic Work
Winter Olympic Ambassador (Ambush) Ads Continue Beats By Dre ‘Above the Noise’ Campaign
Mid January saw Beats by Dr release the latest instalment of its ongoing, global ‘Above the Noise’ initiative with a set of spots starring some of the world’s stand-out winter athletes. Leverages February’s Winter Olympic Games in Korea, the Beats creative is fronted by snow sports stars such as iconic US snowboarder Shaun White,… Continue reading Winter Olympic Ambassador (Ambush) Ads Continue Beats By Dre ‘Above the Noise’ Campaign
The Hartford Celebrates ‘Will To Prevail’ & Team USA With Launch Of Paralympic Winter Games Campaign
Early December saw USA Paralympics partner The Hartford launch its PyeongChang 2018 Winter Olympics campaign called ‘The Will To Prevail’. The Hartford, which is a founding partner of US Paralympics, has been the Official Disability Insurance Sponsor of US Paralympics for two decades and its activation is fronted by a five strong team of… Continue reading The Hartford Celebrates ‘Will To Prevail’ & Team USA With Launch Of Paralympic Winter Games Campaign
Player Fronted ‘Feel’ Ads Leverage Bose/NFL Alliance Via & Link To US Olympic Team Tie-Up
Bose leveraged its NFL sponsorship through an integrated campaign trumpeting how headphones and the power of music can elevate emotional feelings led by spots featuring Team Bose endorsers and NFL stars Larry Fitzgerald, Julio Jones and Russell Wilson. The grid iron athlete ambassadors star in a set of three 30-second commercials in which they… Continue reading Player Fronted ‘Feel’ Ads Leverage Bose/NFL Alliance Via & Link To US Olympic Team Tie-Up
Authentic Sport Chek Multi-Channel Sochi #WhatItTakes
Canada’s largest sports retailer Sport Chek leverages Sochi 2014 and its Canadian Olympic team sponsorship with its biggest ever marketing campaign – ‘What It Takes’. Revolving around the #whatittakes hashtag, the initiative places social media at its centre, this multi-platform campaign explores just waht it takes to be an Olympian (or more precisely, a… Continue reading Authentic Sport Chek Multi-Channel Sochi #WhatItTakes
Visa’s Sochi Tumblr Hub, Paid Search & Flying Ski Jump TVC
Visa is using its IOC TOP partner rights at the Winter Olympics to introduce its new ‘Everywhere You Want To Be’ global positioning with a flagship ‘Flying’ commercial. This new approach is effectively a tweaked update of the payments giant’s former ‘It’s Everywhere You Want To Be’ strapline that was used in the US… Continue reading Visa’s Sochi Tumblr Hub, Paid Search & Flying Ski Jump TVC
Sochi ‘Principle 6’ Equality Ambush Led By American Appparel Range
American Apparel, the US clothes retailer that is no stranger to controversial marketing campaigns, has linked with LGBT campaign groups All Out and Athlete Ally to create an initiative called Principle 6 – a clothing line led campaign challenging Russia’s ‘anti-gay laws’ ahead of the Sochi 2014 Winter Olympics. At the heart of the… Continue reading Sochi ‘Principle 6’ Equality Ambush Led By American Appparel Range
CIDI’s ‘Luge’ TVC Fronts Sochi ‘Keep The Games Gay’ Protest Work
‘Luge’, a suggestive spot from the Canadian Institute for Diversity and Inclusion, was the most-shared ad online during the first week of Sochi’s Winter Olympic Games and in 10 days racked up an impressive 5.5 million YouTube Views The suggestive ad, created by Rethink, features two figures in Lycra rocking backwards and forwards in… Continue reading CIDI’s ‘Luge’ TVC Fronts Sochi ‘Keep The Games Gay’ Protest Work
AT&T’s #ItsOurTime Supports Both Team USA & LGBT Rights
As the Winter Olympics began, Team USA sponsor AT&T became one of the first brands with a form of official Games-related partnership to publicly and expressly condemn host nation Russia’s anti-gay legislation. In a high profile post on its consumer blog, titled ‘A Time For Pride & Equality’, the American telecoms giant wrote: … Continue reading AT&T’s #ItsOurTime Supports Both Team USA & LGBT Rights
