As a former amateur athlete, I’ve always been drawn to the Olympics and this year’s Winter Olympics in Sochi, Russia have already pulled me in — even if I have to DVR most of it. The dramatic backdrop of snow-covered peaks and lighted domes against winter crystals generates much excitement and trepidation for each event. The Olympian stories of triumphs and heartbreak, beating the odds, pushing their bodies and minds beyond what’s imaginable and showing the world their passion and commitment to their sport and country is what Hollywood strives to make. So far it has been breathtaking, exciting, elating and at times disappointing, and I must say a bit of an escape for me from my own daily challenges.
Similar to the Super Bowl hype and commercials, the Olympics is a time for sponsoring brands to shine with smart and innovative spots making a positive and lasting impression on the viewer. I believe several key elements are required for brands to captivate their audience within the 30-60 second timeframe.
– Emotional connection
– Clear and simple messaging
– Creative and visually compelling
– Relevant content
– Focused sell
There are several brands that have done an excellent job in reeling us in and integrating the Olympics through online and in-store campaigns. Personally I think the P&G strategy of targeting moms, their primary audience, and thanking them for all they do is exactly on point to activate their consumers and enhance their brand. I also think Chevrolet’s “The New Us” campaign showing a wide range of families, including same-sex, is a testament to the changing times and a brand’s understanding that its target audience of families comes in all shapes and sizes. Unsure of JC Penney’s mitten campaign, although it has gotten media attention — with mixed reviews.
Overall I’ve been impressed with how various brands are maximizing their value by making a strong connection with their audience. It will be interesting to see how this period affects their sales, but if anything it has broadened their appeal and helped to establish their brand platform for this year on a national and international level.
Aside from the tremendous reach for brands, the Olympics is a time to celebrate one’s own country, favorite athletes, sport, and to relive some of history’s past moments when the gold was given or the torch was passed on. It allows us a glimpse into other country’s cultures, history and passions. Regardless of political differences and unfortunately for Russia many dark clouds continue to hang over the country, the Olympics is the one platform that brings together the world’s countries and people for a brief moment to compete and celebrate. It reminds us that we are all human — we share the same pain, suffering, joy and happiness. We may speak different languages and come from different homes, but at the end of the day we all have the capacity to be champions.
