A world-renowned sporting event, the Olympic Games attract the attention of millions of television viewers every year, as well as unprecedented numbers of tourists in the selected country.
A unique communications opportunity for brands, both in terms of visibility and brand image.
So what campaign(s) should be put in place? How do you address and capture the attention of audiences during the competition? And how can you use omnichannel communication to multiply the impact of your campaign tenfold?
In this article, you’ll find our recommendations for advertising campaigns to be implemented without delay for the Paris 2024 Olympic Games.
The Olympic Games: a unique audience in an optimal attention-grabbing context
The Summer Olympic Games will be held in Paris in just a few months’ time – from 26 July to 11 August 2024 – and will be followed by the Paralympic Games until 8 September.
However, the excitement and buzz around the Games can be felt well beyond the event itself, with a long period of preparation and communication in the run-up to the Games enabling brands to start communicating in a positive context.
While the audiences are unprecedented in terms of their global reach and diversity (the Tokyo 2020 Olympic Games, for example, reached a worldwide audience of over three billion people*), it is above all the passion and commitment surrounding the Games that make them an invaluable opportunity for advertisers.
Centred around sport and values such as respect, unity and excellence, the Olympic Games have a positive connotation that brands can exploit to enhance their brand image and create an emotional connection with their audiences.
Like the many sponsor and partner brands already communicating extensively around the event, advertisers can (and should) now exploit the visibility of this key event through relevant and well thought-out digital campaigns. In this regard, the use of DCO is one of our key recommendations.
DCO: for ever more relevant and personalised campaigns
While the Games offer unrivalled visibility and the chance to reach a wide audience, advertisers must not lose sight of their marketing objectives and the need to deliver the right message to the right audience at the right time.
To achieve this, there’s nothing like DCO (Dynamic Creative Optimization), which is still under-exploited. DCO technology enables advertising creatives to be adapted automatically and in real time, ensuring unrivalled personalisation and relevance. Available on a multitude of media and formats (display, audio, video, desktop, tablet, mobile screens and DOOH), DCO enables advertisers to personalise their approach according to a wide range of conditions, such as the address of their points of sale, the weather, the date and time of day or even the latest sporting news.
In the context of the Games, brands can thus diffuse advertisements that are automatically adapted according to the competition of the day, the results of an event, their points of sale close to the competition zones… an excellent way of arousing the interest of audiences and contextualising their approach as much as possible!
DCO lends itself particularly well to advertisers in certain sectors. For example, alcohol or delivery service advertisers can easily adapt their messages around sporting competitions: “Olympic food delivered to your door: enjoy the opening of the Games with GenericEats!”
In addition to creative personalisation, advertisers should also think about scripting their campaigns according to screens and working on their targeting.
For maximum impact: omnichannel campaigns with local targeting
As the number of points of contact with consumers has multiplied with digital, it is important for advertisers to activate several levers within a single advertising campaign. We have measured this at Hawk: an omnichannel campaign can generate up to six times more ROI than a single-screen campaign!
Generic example of an omnichannel campaign including DOOH, Display VOL and Digital Audio. Personalisation can be mastered much further with the DCO technology mentioned above.
In the context of the Olympic Games, it can be particularly interesting for advertisers to diffuse their omnichannel campaigns in a scripted way according to the screens and targeting.
Alongside a national awareness campaign, brands can orchestrate local campaigns:
- Target screens in airport arrival areas to capture the attention of travellers as soon as they arrive in France
- Target screens strategically positioned around the competition zones and/or fan zones, to ensure continuous and relevant visibility during the Games
- Use retargeting mechanisms between screens (for example, build up a pool of audiences exposed to DOOH screens and retarget them via their mobile devices, based on device IDs, and integrating data segments).
Whatever a brand’s objective, from raising awareness to generating in-store visits, the Paris 2024 Olympic Games represent an exceptional communications opportunity for advertisers, and there’s no shortage of ideas on how to capitalise on this event with high-performance advertising campaigns.
For more inspiration and recommendations for your next campaigns, don’t hesitate to contact the Hawk (Azerion) team!
