Australian yoghurt company YoPRO celebrated in July deal to become an official partner of the Australian Olympic Team by launching a new episode in its ongoing ‘Journey To Tokyo 2020’ content series.
The sponsorship will see the Danone owned brand expand its athlete support programme and fuel Aussie Olympians on their journey to Tokyo 2020. YoPRO will support to Australian athletes’ nutritional needs in the run up to and through the Games.
To mark the tie-up, the brand launched the fourth episode in its ongoing ‘Journey to Tokyo 2020’ content series featuring Aussie gymnast and World Cup medallist Mitchell Morgan.
The spearhead 60-second spot was pushed across the brand’s digital platforms: including YouTube
and Instagram.
Created by agency Emotive, #FuelYourJourney features a team of Australian athletes on an Olympic journey.
Each fronts an episode in a content series that sets out to ‘cut through the marketing noise on social media and engage with future athletes and consumers’.
The initiative emerged from a brief to the agency based on a challenge: ‘how do you make a yoghurt stand for something that will capture the hearts and minds of the millennial audience?’
The resulting campaign was built on the insight that ‘behind any success story is hard work, dedication and the right preparation’ and the emotive idea was to ‘inspire Australians (particularly millennials) to Fuel their Journey with YoPRO as they seek to pursue their personal goals powered by the right nutritional fuel’.
The campaign launched with an opening, 60 second hero video of Australian sporting talent all of whom have their sights set on Japan 2020 via social media in order to ‘test and learn’.
Then the team ‘iterated for scale’ and were guided by results in the development of 30-second and 15-second videos.
Previous films in this ongoing content series over the last 12 months have featured other Australian athletes in the brand’s endorser stable.
Beginning with sports climber Mattias Braach-Maksvytis, each episode rolled out in multiple formats: a 15-second cut-down, 30-second and 60-second spots
and a longer form documentary.
Episode Two featured triathlete Matt Hauser
and Episode Three’s focus on Aussie7s star Charlotte Caslick,
Other athletes on in the YoPro team include Commonwealth Games and Swimming World Championships Gold Medallist Brianna Throssell and Commonwealth Games High Jump Gold Medallist Brandon Starc and videos featuring them will roll out in the coming months.
View the full content series here.
“YoPRO has always been incredibly proud to support Australian athletes. We have partnered with an amazing roster of talent across all different sporting professions and have found the synergy between our brand and these athletes is always fantastic,” said Danone brand manager Xavier Gonzalez.
“It made sense to team up with the AOC and support our own on the world’s biggest stage. We wish the Australian team the best in Tokyo and are incredibly proud to be fuelling them on their Journey to 2020.”
Matt Carroll, CEO of the Australian Olympic Committee, added: “We want our athletes to have meaningful brands behind them as they continue on this journey. YoPRO have continuously modelled their unwavering commitment to the sporting landscape of Australia, and we have no doubt that the partnership will leave athletes with the right fuel to perform at their best. We are delighted to partner with YoPRO and look forward to seeing how this will benefit our Aussies in Tokyo.”
While Aussie Sevens Rugby star Charlotte Caslick commented: “YoPRO have been a solid supporter of my sporting journey over the last few years. Nutrition is a huge part of training at an elite level so it’s really exciting that YoPRO have now partnered with the whole Australian Olympic Team as we train and prepare for Tokyo 2020.”
The campaign was created for Danone YoPRO Brand Manager Xavier Gonzalez and Danone Marketing Manager Blanca Carbonell Valades by an Emotive team which handled creative, production and amplification.
The agency team was led by CEO and Strategy Lead Simon Joyce and included Director/Senior Creative Rory Pearson, Group Creative Director Zane Pearson, Creative Director Andrew Cameron, Director/Senior Creatives Henry Stafford and Rory Pearson, Executive Producer Hayley Ritz-Pelling, Cinematographer James Brown, Producers Natalie Dagher and Cara Logue, Editor Sam Gadsden and Business Director Marshall Campbell and Alison Mitchell
The PR and social strands were handled by Lampoon Group and led by CEO Josh White.
Comment:
The synergy behind the Olympic partnership is based on a match between brand and rights-holder as some of Australia’s leading athletes already choose to use YoPRO’s high protein and no added sugar yoghurt as part of their training regime.
One YoPRO pot contains 15 grams of protein and less than 1% fat – thus making it an appropriate high-performance snack for athletes and Australian’s on the go.
In terms if results, to date the series has racked up more than 2.5m YouTube views alone (Episode One 1,259,000+, Episode Two 222,392 and Episode Three 1,078,059).
However much emphasis you place on the vanilla value of social media metrics, the brand itself is certainly going from strength to strength as YoPRO was named as one of Australia’s fastest growing groceries in 2018 (Source: AFR).
The announcement and video launch coincided with the one-year to go countdown to Tokyo2020 and the Australian Olympic Team marked the occasion with a social video of its own.
Links:
Danone YoPRO
https://www.instagram.com/yoproAU/
https://www.facebook.com/yoproAU
Emotive
Lampoon Group
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