Keeping the flame alive for the Tokyo Olympic Games

Essence

 

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 it wanted to keep the flame alive through the latest updates and global sporting content.

 

In September, the IOC launched a global campaign to retain a close connection with its sports fans by driving sign ups to its Olympic Channel to ensure the huge excitement and build up created in the run up to 2020 maintained its momentum.

 

Through a best in class approach to dynamic creative, we were able to smash our sign up targets while achieving 63% higher engagement at a 50% lower CPA than standard formats, ensuring a global audience had the world's biggest sporting event high on their list.

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