Danone + Olympic Games
Danone with the Olympians
Bringing Spain’s encouragement to the Olympic athletes
The starting point
Danone has always sponsored Olympians and Olympic sports, as well as the values they promote. Having just released the If you win, we all win campaign, they needed to make the link between the brand and actively supporting the athletes from the Association of Olympic Sports Program.
what we did
- + Creative concept
- + Content script
- + Content production
- + Influencers and celebrity management
- + Athlete management
- + Amplification campaign management
- + Reporting
goals
To stimulate sales of Danone’s basic product portfolio the week before the 2016 Rio de Janeiro Olympic games started: just when the whole country was hyped on expectation and excitement. The viral content strategy was to be set in motion before any results: the most important thing were the athletes giving their best.
Our move
Danone wanted to show in a clear way their support for Spanish sportswomen and sportsmen 48 hours before they started living their Olympic dream through what they most love and need: their families and friends. Amplified through celebrities, influencers and other athletes, as well as the brand’s channels, we needed to let them know that the whole country was supporting, rooting for, and proud of them.
Implementation
The content strategy was developed through a brand experience designed specifically for the athletes.
We selected four athletes and Olympic teams that would be training at the High-Performance Centre in Madrid 48 hours prior to leaving for Rio de Janeiro. We approached their families and friends, influencers, celebrities and other famous athletes, and asked for encouraging video messages.
We then set the stage for the surprise on the training site: as the athletes were training, a screen lit up, and the video messages started playing. Once the video ended, and everyone thought the surprise was over, a family member of the athletes appeared, to bid farewell and embody the wishes of success of the entire nation.
An audiovisual spot was created from the experience, and everyone involved posted them on their social media channels.
