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Defy Labels: Olympic Games

Extending the re-branding effort to the Olympic Games.

Problem

We engaged athletes who had overcome diversity and labels—who grappled with race, religion, poverty, illness, and size en-route to the world stage in Rio. Then we simply let them tell their story through a one-word label that they proudly bore in defiance of all stereotypes.

TV

Solution

For an Olympic effort, we wanted a genuine focus on the athletes, not the car. So we engaged those athletes who had overcome diversity and labels en route to the world stage in Rio – those who grappled with race, religion, poverty, illness, size. Then we simply let them tell their story through a one-word label that they proudly bore in defiance of all stereotypes.

Ibtihaj Muhammed
Carlin Isles

Content

We seeded the effort socially with teaser videos of each athlete ‘prepping’ to Defy Labels. We then released the TV spot on our channels, and our athletes’ channels – leveraging their audiences to increase reach. Another wave of athlete interview video content was released soon after. We strategically focused social posts around the athletes’ events, including releasing congratulatory videos if an athlete won a medal. The entire effort was amplified with Twitter promoted videos, Facebook and Instagram carousel units and more.

Results

The TV spot rose to #4 in USAToday’s Olympic AdMeter Bracket… it garnered 36.7 million earned media impressions… and was top 5 amongst Olympic advertisers with a 98.12% average TV view rate according to iSpot.tv. All brand perceptions saw lifts during the campaign period.

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