The captivating advertising campaigns of the Tokyo Olympics
HP and Toyota had the most notable Tokyo Olympics ad campaigns, according to analysis by market research agency Luma Research.
Luma tested 12 of the key campaigns and found that ads that won at games did so by:
- Showing empathy
- Be relatable
- stand out
- Create positive feelings for the brand
- Make the brand the star
“After a false start and many lingering hurdles, the 2020 Tokyo Olympics has stood out,” said Sally Joubert, CEO of Luma.
“There were a lot of ‘firsts’ at these games,” she said. “It made them memorable and didn’t stop sponsors and advertisers from getting involved with a chance to connect with a captive audience (with many states in lockdown).
“Australian advertising spending for the Tokyo Games exceeded spending for the 2016 Summer Olympics in Rio – and for the most part it was money well spent.
“As the dust settles on the Olympic Closing Ceremony, we are already seeing that there have been a number of successful brand stories and compelling campaigns.
“Our analysis of 12 of the key campaigns revealed that resume and Toyota are the gold medalists.
“HP used the Olympics to communicate its goal of becoming ‘the most sustainable and fairest technology company in the world’.
“The announcement, parallel lives, was the most effective of all the ads we tested against the threat of climate change. This shows how HP uses “ocean-bound plastic” in its product portfolio. »
Joubert says that’s a message that resonates strongly right now.
Nearly 80% said they are more positive about brands that take a stand on the environment and sustainability. After having watched parallel lives nearly 90% agreed that HP leads the way in environmental protection.
The other most successful advertisement at the Olympics this year was that of Toyota Breaking point.
The ad told how Toyota’s product team worked with Paralympian Ryley Batt to redesign his wheelchair.
The highly original ad grabbed attention and viewers were captivated by Ryley’s performance.
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