Australia has harnessed the anticipation of the 2024 Paris Olympics through a number of campaigns that leverage the event’s brand visibility, estimated to reach a potential three billion or more spectators.
Unlike a Super Bowl-style hyper event, engagement during the Olympics is spread over many days with repeated opportunities for protracted engagement through multiple platforms, Forrester VP principal analyst Dipanjan Chatterjee says.
“Rather than thinking of the event as one massive injection of reach and awareness, it is better to use the occasion to build deeper relationships with multiple forms of engagement."
This year’s campaigns celebrated everything from athleticism to national pride, emerging stars and Australia's most loved sporting team.
According to Forrester, the research and advisory company, interest in these games is high. A poll of US online adults in Forrester’s market research online community shows that 41% plan to follow the Olympics very or fairly closely, a shade above the 38% who say they follow other sporting events with equal interest.
“From logo-emblazoned jerseys to extravagant Super Bowl advertising, brands have always sought to capitalise on the salience and emotional juggernaut that is sport,” Chatterjee says.
"As companies look to deemphasise intrusive, interruptive advertising and prefer experiences and associations that show them in a positive light, sports become a vital channel for marketing to drive its growth strategy."
Australian brands have done just that.
M&C Saatchi’s work for Woolworths in Fresh Fuels the Best in All of Us showcased how the supermarket chain’s best of fresh was fuelling athletes as they prepare to take on the world in the upcoming Paris Olympic and Paralympic Games.
The brand film was inspired by Paralympic swimmer Col Pearse, whose family and local community helped him create a training pool in the dam on their family farm outside of Echuca, Victoria to train for the paralympics.
The film features Pearse, his family and members of the local Echuca community.
Ogilvy and Football Australia partnered to unveil the Dream Team, an AI and children’s book inspired podcast series which will tell the story of the Matildas’ Paris 2024 campaign.
The Matildas start the Paris 2024 Olympic Games campaign in Marseille against world ranked number four Germany at 3.00am Thursday Sydney time, and all of Australia’s three group stage matches during the Games kick-off at 3.00am AEST, making it a challenge to cheer on the Matildas.
Through the Dream Team Storytime series though, fans of all ages will be able to listen via the magic of AI, Matildas’ captain Steph Catley tell the story of the match which occurred while they were in bed.
Ogilvy’s Athletes in the Making for AAMI revolved around young athletes’ aspirations exceeding their skills, creating a unique challenge for Australian households.
Showing how AAMI helps put things right was the focus of the work. It was the second execution in the new AAMI brand campaign, which first launched in March.
The brand platform reminds Australians across the country that when unique quirks happen here in Australia, it’s 'Lucky you’re with AAMI'.
Four’N Twenty served up a national campaign dubbed Running On Paris Time, to celebrate its new sponsorship of the Australian Olympic Team.
Delivered by TBWA\Melbourne, the fresh work was part of a broader creative idea. Part of Patties Food Group, the pie brand was looking to broaden its reach beyond Australian shores.
The new creative idea ‘Being a Fan is Hungry Work’ celebrated those who put sport first, no matter what.
The first iteration under the new idea is the national integrated campaign ‘Running On Paris Time’, which includes a slew of executions ahead of the Paris 2024 Olympic Games from Outdoor and Radio, right through to more tactical activities like sponsoring ‘Australia’s biggest fans’ to get them to the games.
Replacement vehicle provider Carbiz teamed up with Matildas star Cortnee Vine via independent agency Five by Five and MIK Studio, to leverage the next wave of euphoria with Matildas set to play in Paris.
The campaign featured soccer player Vine to mark the brand’s latest evolution.
Originally focused on helping drivers get back on the road after an accident, Carbiz has now become a provider of replacement cars that keep life moving whenever someone's car is off the road.
Vistar Media managing director APAC Ben Baker said the Olympics presents a unique opportunity for Australian brands to capture and influence cultural moments.
“While we'll undoubtedly see plenty of campaigns centred around the Olympics, I'm particularly excited to see how brands leverage out-of-home (OOH) advertising. With programmatic digital out-of-home (pDOOH) and dynamic creative, brands now have the ability to adapt their messages in real-time to match the excitement and energy of the games.”
According to Baker, this flexibility allows brands to update their ads with the latest results, celebrate Australian athlete achievements, and engage audiences with timely and relevant content.
“Picture screens in cities like Sydney and Melbourne featuring live updates, medal counts, and spotlights on local athletes – creating an immersive experience that truly captures the spirit of the Olympics,” he says.
By leveraging culture building events such as the Olympics, Australian brands can craft messages that are eye-catching and resonate more deeply with viewers, Baker says.
“This approach ensures that advertising becomes part of the Olympic narrative, turning these magical sporting moments into memorable experiences that drive engagement and build brand affinity across the country.”
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