Rio 2016: brands get into the Olympic spirit

  • Advertising
  • July 29, 2016
  • StopPress Team
Rio 2016: brands get into the Olympic spirit

New Zealand Olympic Committee

New Zealand Olympic Committee has been building hype for the games with its campaign work since August last year when it launched the campaign logo. The banner-like logo tells a story from left to right, starting with the night sky and Southern Cross, to the Southern Alps and finishing in Rio.

And expressing the ideas behind this logo is the committee’s ‘Be the Inspiration’ hub, created by Gladeye, which has been used to leverage a lot of the committee’s activity.

The site includes video stories of what inspires the athletes, team messages and information about medal winners.

Each of these videos on the hub, created by Chillbox Creative, focuses on a single athlete. When the videos are viewed within the hub, a Q&A with the athletes is featured below. These videos are also pushed out through social media, with a single video being uploaded to Facebook each week as well as being pushed out through Instagram, Twitter and others.

Most recently the committee has been counting down to the games on social media.

The campaign launch video dives further into this story, showing how the New Zealand athletes have drawn inspiration from the land.

ANZ

The bank has gone above and beyond in its campaign work, literally, with an app that lets New Zealanders connect with the Olympic team via the stars. Using augmented reality, users can hold their phones up to the stars to share a message. Olympians can then their own phones up to the stars and see the messages New Zealanders have left them. 

The app also features an alarm clock for events, medal notifications, personalised schedules and results services. It's promoted via a video encouraging the audience to 'dream big'. 

An earlier clip was also released with the same 'dream big' message.

Anchor

The dairy brand created a series of videos, encouraging the athletes to ‘go strong’ by consuming its products. The videos follow pole vaulter Eliza McCartney and shotputter Tom Walsh during early morning training sessions. 

Volkswagen

Volkswagen has been sharing news and interviews of its ambassadors through a VW Olympic hub.

It’s also released a few ads with Olympians this year. The first featuring sailors Peter Burling and Blair Tuke, which were pulled following a complaint to the ASA. It also launched ads with New Zealand hockey captain Simon Child toying with the features of his Golf GTI after arriving the hockey turf a little early.

Aside from the release of its own ads, it’s also been pushing out campaign work from the New Zealand Olympic Committee through social media.

Sky

Sky, the official New Zealand broadcaster of the games, has been posting information on its website about what our Olympic team has been getting up to. 

It’s also launched a platform for athletes competing in the games who are part of its Sky Next scheme, which provides funding, support and promotion for up and coming athletes. The site includes short profiles about the athletes.

It’s also been pushing out videos and pictures of Sky Next Olympians on its Facebook page and YouTube channel.

Cadbury

Cadbury is supporting the team by sending a Joy Ambassador to Rio to cheer on them on in person. The ambassador was selected through a competition shared on Cadbury’s social media. The winner, Rebeka, will be sharing her journey with Olympic fans.

Moa

Moa Beer has been relatively quiet despite it being the official beer of the New Zealand Olympic team for Rio (it was also the beer of the New Zealand Olympic team for the London 2012 Olympics, the 2014 Glasgow Commonwealth Games and Sochi Winter Olympics).

It’s put up a few Facebook posts featuring the athletes and is also holding a Moa NZ Olympic Ceremony next week in Auckland, inviting people to send a message of support to the athletes The ceremony will be broadcast to the entire New Zealand team over in Rio before the official opening ceremony of the games.

Countdown

The supermarket is also feeling competitive, launching a competition for people to win a $1,000 gift card by guessing how many gold, silver and bronze medals New Zealand will scoop up.

Barfoot & Thompson

The real estate brand is running an Olympic themed photo competition. The #BTfuturechamp campaign wants people to post photos of their future champion training to win a $500 spots package. There are five chances to win.

Avanti

Avanti is the official bike partner of the New Zealand team and to celebrate, its released a new bike for Rio. It’s also given its website an Olympic makeover. 

House of Travel

House of Travel has been trumpeting its sponsorship of the games through Facebook with posts.

It’s also announced deals on its website to Brazil.  

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