Keeping the flame alive for the Tokyo Olympics

Essence

Client: International Olympic Committee

The International Olympic Committee (IOC) has a long-term ambition to bring the Olympics to existing and new audiences to build a better world through sport. But with the shock postponement of the highly anticipated Tokyo 2020 Olympic Games due to the global pandemic, the IOC was at risk of losing touch with its audience.

With a new date for Tokyo’s summer Olympics set for July 2021 and Beijing winter Olympics in February 2022, the IOC wanted to keep the flame alive through the latest updates and global sporting content. Our challenge was to drive sign ups to the Olympic Channel - newsletters and personalised content - to foster a close connection with its audience in the long term. But with the Tokyo Olympics more than nine months away, would that be possible? We devised a plan that would drive fans to the Olympics site, incorporating CRM, social, search to raise awareness as well as sign ups to the Olympic Channel’s content and programmatic display to retarget people who had already visited the Olympic Channel website, focusing on large bold formats and imagery that would catch people’s eye. Our dynamic approach to programmatic was the jewel in the crown of the IOC’s engagement campaign, smashing sign up targets and performing considerably better than standard creatives. Through our innovative testing and strong results, we gathered thousands of data points and set the roadmap for connecting the IOC with its fans in the years to come.