Olympics Marketing

This is an award for cases that had a targeted marketing strategy surrounding the Summer or Winter Olympics. This is a biennial category.

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Michael Phelps

Under Armour, one of Michael Phelps' biggest sponsors, was locked out from using the limelight of the worlds biggest competition in August, 2016. Cutting through sponsorship noise, it used Phelps to bring to life the brands hardcore ethos - greatness is the product of sacrifice. By showcasing Phelps' grueling regimen and launching it months before the official sponsors, it sparked a very different kind of campaign. The campaign was among the most liked, lauded, shared and talked about campaign among sponsors and non-sponsors, significantly driving consideration and ultimately sales. 

  • Brand: Under Armour
  • Client: Under Armour
  • Agency: Droga5
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Lançamento Kicks nos Jogos Rio 2016

This case is about a golden moment for a small brand, a small brand that dared to sponsor the biggest sports event in the world, the Rio 2016 Olympic Games. Since the Games’ focus was on giant sponsors with massive investments, social media was a key channel for Nissan to be competitive and stand out.
 
GOALS:
Gain visibility, enhance positive brand opinion and increase sales of Nissan cars.
 
STRATEGY:
Using the ATREVIMENTO - the will to do things in a different way, the positioning of the Nissan brand in Brazil - to respond to conversations on social networks, surfing what people said about the Olympic Games, with brand interventions in the moment, but not every moment.
 
RESULTS:
We were the 4th brand most associated with the Olympic Games, spontaneously reaching the goal of being top5 and ahead of giants such as Visa, McDonald's and P & G. (Qualibest / ESPN Rio2016 Olympic Research);
 
- QuemSeAtreve was the 3rd best-performing hashtag worldwide, just behind Coca-Cola, with 2.4 billion impressions and 19% engagement rate. (Adweek / Sysomos / Analytical Tools);
- Nissan had a 20% increase in positive brand opinion (Nissan Brand Health Tracking);
- The Nissan brand gained 1.2pp market share, jumping from 2.3% before to 3.5% market share after the Olympic Games Rio2016 (Fenabrave, April 2016 versus August 2016).

In the midst of the Brazilian political and economic crisis, while sales volume in the automotive market fell -13.6%, Nissan achieved + 12.4% growth in sales volume and 30% increase in market share (Fenabrave, considering the fiscal year of Nissan: April 2015 to March 2016 versus April 2016 to March 2017).
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Esse caso é sobre um momento de ouro para uma marca pe-quena, que se atreveu a patrocinar o maior evento de esportes do mundo, os Jogos Olímpicos Rio 2016. Ao disputar atenção contra patrocinadores gigantes, com investimentos massivos, as mídias sociais foram um canal-chave para a Nissan ser com-petitiva e se destacar. 
OBJETIVOS:
Ganhar visibilidade, melhorar a opinião positiva da marca e aumentar as vendas dos carros da Nissan.
ESTRATÉGIA: 
Usar o ATREVIMENTO — a vontade de fazer as coisas de um jei-to diferente, posicionamento da marca Nissan no Brasil — para responder às conversas nas redes sociais, surfando no que as pessoas comentavam sobre os Jogos Olímpicos, com interven-ções da marca no momento certo, mas não a todo momento. 
RESULTADOS:
Fomos a 4ª marca mais associada aos Jogos Olímpicos de forma espontânea atingindo a meta de ser top5 e à frente de gi-gantes como Visa, McDonald's e P&G. (Qualibest/ESPN Rio2016 Olympic Research);
- QuemSeAtreve foi a 3ª hashtag de melhor performance mundialmente, apenas atrás da Coca-Cola, com 2,4 bilhões de impressões e 19% de taxa de engajamento. (Adweek/Sysomos/Analytical Tools);
- A Nissan teve um incremento de 20% em opinião positiva de marca (Nissan Brand Health Tracking);
- A marca Nissan ganhou 1,2pp de market share, saltando de 2,3% antes para 3,5% de market share depois dos Jogos Olímpi-cos Rio2016 (Fenabrave, Abril 2016 versus Agosto 2016).
No meio da crise política e econômica brasileira, enquanto o volume de vendas do mercado automotivo caiu -13,6%, a marca Nissan alcançou +12,4% de crescimento em volume de vendas e 30% de incremento no market share (Fenabrave, considerando o ano fiscal da Nissan: Abril 2015 a março 2016 versus abril 2016 a março 2017).

  • Brand: Nissan Kicks
  • Client: Nissan
  • Agency: Lew'Lara\TBWA
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Viva a SUA história no Rio

In order to maintain its leadership in the Brazilian market and bring results in Q3, a period with media restrictions and with the competitor investing six times more, Mastercard bet on the exclusive experiences of its Rio No Tem Price platform and the tourist flow of high income in Rio de Janeiro for the 2016 Olympic Games.
 
With exclusive experiences for people to live their own history, we drop the restrictions to impact the target in the various moments of the journey (the interest in traveling to Rio at the moment of relaxation on the beach).
 
Thus, Mastercard maintained its leadership with historical records: it strengthened its preference (main index of success), use of the card, brand awareness, became a benchmark in exclusive experiences and made its Brazilian site the most accessed of the brand worldwide.
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Para manter a liderança no mercado brasileiro e trazer resulta-dos no Q3, período com restrições de mídia e com a concorrente investindo seis vezes mais, a Mastercard apostou em expe-riências exclusivas da sua plataforma Rio Não Tem Preço e no fluxo de turistas de alta renda no Rio de Janeiro para os Jogos Olímpicos de 2016. 
Com experiências exclusivas para as pessoas viverem a própria história, e não a das outras, driblamos as restrições ao impactar o target nos diversos momentos da jornada (do interesse em viajar ao Rio ao momento de relaxamento na praia).
Assim, a Mastercard manteve sua liderança com recordes históricos: fortaleceu preferência (principal índice de sucesso), uso do cartão, brand awareness, virou referência em experiên-cias exclusivas e fez seu site brasileiro ser o mais acessado da marca mundialmente.

  • Brand: MasterCard
  • Client: Mastercard
  • Agency: WMcCANN
2017_cn_2017_e172-om-100292361_hero_1 Whisper #LikeAGirl Olympic Games
2017_na_2017_e-1981-019_hero_1 Bridgestone Rio 2016 Olympic Games, Built to Perform
2017_na_2017_e-1127-126_hero_1 Gillette Perfect Isn't Pretty
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