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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PROGRAM
2013 GOLD
Proud Sponsor of Moms
Can one big brand idea create additional value that drives sales for a portfolio of long-established and well-differentiated brands? For 175 years, P&G, the company, was always the silent giant behind its many powerful brands. The Olympics gave P&G an opportunity to have a point of view that would resonate with millions of people. P&G is not in the business of helping athletes be better athletes. But they are in the business of helping their moms. P&G would celebrate mom and thank her for all that she does.
Brand:
Procter & Gamble
Client:
Procter & Gamble
Agency:
Wieden+Kennedy
Language:
English
2013 SILVER
Find Your Greatness
Sport is more elite than ever before and Nike needed a new approach to reclaim its motivational footing, inspiring everyday people to start moving. London 2012 provided the perfect backdrop. While the world focused on the podium, Nike shone a light on the unknown millions challenging the conventions of greatness. It was the most talked about campaign during the games, driving $506m in revenue growth. Most importantly, it got people moving, increasing Nike+ membership 55%. Find Your Greatness proved that if you have a body you are indeed an athlete.
Brand:
Nike
Client:
Nike, Inc.
Agency:
Wieden+Kennedy
Language:
English
2013 BRONZE
The Start
During a decade of category decline, Kellogg's purpose in families' lives and its relevance on retailers - shelves was getting lost. Even its workforce was feeling uninspired. We needed to reawaken the meaning of aKellogg's breakfast and bring real news to retailers to drive sales. We used our Olympic sponsorship to move the focus from the finish line to The Start, a place with unlimited potential each and every day. In doing so, we reignited the brand's purpose and showed the importance of STARTing your day with Kellogg's.
Brand:
Kellogg's (Master Brand)
Client:
The Kellogg Company
Agency:
Leo Burnett
Language:
English
FINALISTS
Bridgestone
Rio 2016 Olympic Games, Built to Perform
Whisper
#LikeAGirl Olympic Games
Procter & Gamble
P&G Rio Olympics"Thank you mom"
