This is an award for cases that had a targeted marketing strategy surrounding the Summer or Winter Olympics. This is a biennial category.
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
Step Up Stand Tall
A Canadian retailer facing aggressive competitors like Walmart and Home Depot created a deep emotional connection by taking an exclusive event like the Olympics and turning it into a campaign for inclusion. We uncovered moments of character in the Games and linked them to values Canadians hold dear. We showed that when the best of us steps up, our nation stands taller. By creating an authentic link to the brand, we achieved Top Tier sponsorship status, enjoyment and improved opinion above all sponsors, and social engagement ranked #3 globally, with just 36 million Canadians.
Brand: Canadian Tire
Client: Canadian Tire Corporation
Agency: cleansheet communications
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.
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.