6 Marketing Campaigns that Took Advantage of the Rio Olympics 2016
- 22 Aug 2016
Marketing Campaigns of the Rio Olympics 2016
With the Rio Olympics 2016 a storming success, we’ve seen TV, Radio, Print and Online explode with Rio related products, merchandise and messaging. but who has really stolen the show this year? Team GB is on everyone’s minds.
Team GB are in the limelight for another personal record of winnings for gold, silver and bronze medals, an improvement on our Beijing Olympic performance. If you’ve managed to stay away from news, social media, pubs, newspapers or anybody, this is how we placed:
And with medals comes award-winning marketing campaigns. Here are some of our favourites:
BBC – The Greatest Show on Earth
To start off the Rio Olympic games, the BBC ran a TV commercial promoting its own coverage of the Rio 2016 Olympic Games.
The advert featured animated wild animals (apes, jaguar and leopards) gradually transforming into human athletes to represent the evolution of the games. My personal favourite is synchronised diving by the Crocodiles. This BBC advert was created by Rainey Kelly Campbell Roalfe/Y&R, and features “Not Gonna Break Me” by British artist Jamie N Commons.
Procter & Gamble – Strong
Quite different to other advertisements we’ve seen during the Olympics games but P&G is still sponsoring mums in its 2016 Olympics campaign. Taking the emotional journey from a young child to a grown athlete, it shows the transition and how mum has been there through it all.
Originally started in the run up to the 2012 games, the follow on new film (from the Thank you Mum campaigns), “Strong”, is part of the FMCG giant’s 10-year sponsorship of the Games.
Aldi – Championing Great Britain
After being the first supermarket to partner with Team GB, Aldi shown unity through video, bringing together British suppliers in support of the British team. Initially used to push the build up to the 2016 games, it focused on championing the team whilst bringing the country together (with lots of red, white and blue veg.)
I mean it’s that good that:
“we’re proud to announce that we’re extending the partnership with the BOA for a further four years.” – Aldi, 2016.
Visa – The Heart
Being the payment services sponsor of the 2016 Olympic Games, Visa adopted a side-by-side approach, showing the comparison between its service and the heartbeat of a Team GB athlete. The message is “like the heart of an Olympian, Visa is always performing.”
Created by Saatchi & Saatchi London uses a series of clips that are of an athlete’s daily training routine in the run-up to the Rio Games alongside images of a live heart beating.
Kellogg’s – #GreatStarts
Team GB official sponsor Kellogg’s is running a #GreatStarts campaign that recreates iconic Hollywood wake-up scenes from films including Ferris Bueller’s Day Off, featuring past British Olympic medal winners Sir Steve Redgrave, Rebecca Adlington and Louis Smith.
From above, you’ll see Luis Smith’s Morning Routine with lots of lips and kicks. Well, I suppose that’s one way to put the kettle on.
To encourage a large social presence, users were prompted to enter a content competition in which people share their great morning starts for a chance to win a trip to Rio to see the 2016 Olympic Games.
Channel 4 – We’re The Superhumans
As part of a series to the Cannes Grand Prix-winning “Meet the superhumans” campaign for the Paralympic Games. Created by Channel 4’s in-house 4 Creative, the advert shows 120 people with disabilities, including general members of the public alongside 2016 Paralympic athletes.
The soundtrack to the video is “Sammy Davis Jr’s Yes I Can”, recorded by a band of disabled musicians from around the globe and was directed by Dougal Wilson through Blink.
Gold, Silver and Bronze of the Rio Olympics 2016 go to…
Well, we can’t say just yet, but from the contenders above, there is some strong competition. We’re excited to see what Tokyo 2020 has in store for us.
Saw anything whilst watching the Olympics that we may have missed? Talk to us! We’d love to hear your thoughts.
Posted by Sophie Waplington on 22 Aug 2016