Posts

Team GB and Ocean Extend Exclusive Partnership to Olympic Games, Tokyo 2020

Team GB and premium out of home media owner Ocean have extended their exclusive content partnership up to and including the Olympic Games, Tokyo 2020. The collaboration includes action from the Pyeongchang 2018 Olympic Games.
During Rio 2016, Ocean broadcast more than 20,000 hours of exclusive Team GB content, creating a unique national broadcast channel across 98 of Ocean’s digital screens.
The enhanced 2020 deal awards Ocean tier one partner designation and, as official Out of Home partner, Ocean will be working closely with Team GB and other content partners to deliver an enhanced, content rich channel for future Games.
The partnership includes DOOH screens operated by Ocean and its sister company, Signature Outdoor, in Birmingham and Manchester.
To seal the deal, Team GB taekwondo star Lutalo Muhammad, who won a silver medal at Rio 2016, joined Ocean CEO Tim Bleakley and Team GB CEO Bill Sweeney at Ocean’s Eat Street location in Westfield, London
British Olympic Association CEO, Bill Sweeney said: “We enjoyed a hugely successful partnership with Ocean Outdoor during Rio 2016 and this is a significant opportunity to build on this momentum and success to date. Renewing now allows us to ensure that Ocean form part of our marketing strategy and play an integral role, not only during forthcoming Summer and Winter Games, but during the four-year Olympic cycle as a whole.”
Tim Bleakley said: “Team GB’s success is built on innovation, dedication and hard work. Working with Team GB on bringing Rio 2016 back to the nation was a milestone moment for Ocean and digital out of home. Exclusive content from the Olympics is key in such high impact environments with full broadcast capabilities.
“This extended partnership not only gives us access to real time Olympics action from Games to come as it happens, but compelling collateral from the Olympics archive.”

OOH Getting Behind Team GB

On Sunday night billions of people around the world watched the Olympic Closing Ceremony, a sporting competition that continuously delights, entertains and brings the world together.
International Olympic Committee chief Thomas Bach summed up the Rio Olympics perfectly when he said, “These were a marvellous Olympics, in a marvellous city. Over the last 16 days a united Brazil inspired the world, in difficult times for all of us, with its irresistible joy for life.”
In the UK, reflecting on the past few weeks of sporting gold, team GB brought in the highest medal tally at an overseas Olympics – 27 gold medals and a massive 67 medals in total.
Since the London 2012 Olympics, there has been a vast change in communications around the Olympics. More people are now able to catch the coverage as live streaming options have become more advanced, allowing people to tune into special moments across a range of devices when they’re on-the-go.
As for out-of-home, new technology has transformed OOH into an increasingly dynamic, adaptive, innovative and interactive medium that has allowed advertisers to deliver dynamic real-time advertising messages at the same time the audiences are cheering a win. Truly relevant, in the moment messages.
Stand out OOH campaigns for us this year include real-time medal tally posting and up-to-date highlights. Some of the top OOH Olympic Campaigns this year were:
Camelot’s “I am Team GB” Campaign
This campaign, planned and bought by Posterscope, cleverly kept people in the know when out-of-home about the latest Olympics medal count.
The National Lottery is the largest funder of Great Britain’s athletes, supporting over 1,300 athletes across 40 Olympic and Paralympic sports. Therefore the “I am Team GB” integrated campaign celebrates the role the nation plays in Team GB’s success through the support they give elite athletes by playing The National Lottery.
The Dynamic campaign ran during the AM Commuter slot each day to keep commuters informed with the latest medal wins of the previous day and night during the Olympics and will continue during the Paralympics.
Notable and unexpected medal winners were ‘hero-ed’ each day and during days with no new medal wins – the copy referenced Team GB’s overall medal tally.
Camelot was the most talked about British sponsor on Twitter as a result of the overall campaign activity.
camelot
The Olympics Played Out Across DOOH Screens for the First Time
As an official Olympics Media Provider, Ocean launched its Rio 2016 sports coverage across full motion city and roadside out-of-home screens, with highlights of inspirational performances featuring Team GB competitors.
In partnership with Team GB, Ocean scheduled the playout of full motion broadcast coverage of the Games in six minute slots that lasted for 11 hours every day. The short films were also supported by content from Team GB’s Instagram feed.
The sixteen days of coverage featured across 98 screens in seven UK cities. Film vignettes were supported by content from Olympics sponsors including Omega, DFS and Strongbow.
Accompanying exclusive media content was supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.

(Image credit: Ocean Outdoor)
MKTG work with Team GB sponsors Fitness First
Fan zones were erected around London with big screens which streamed live Olympics coverage. As part of MKTG’s sponsorship plan for Fitness First the Fan Zones supported gym sponsorship and Team GB classes. Fitness first, an official Team GB sponsor, provided an actionable chance for people to use a Fitness First gym for free for three days, while they were being inspired by the Olympic action on screen.
fanzone fitnessfirst
Strongbow the official Cider brand of Team GB
As the official cider sponsors of the Rio Olympics, Strongbow kicked off a six week campaign, ‘Let’s Own It’ on 14 July with a 30-second TV spot that highlighted ‘the tension, excitement and elation of cheering on Team GB’.
As people spend 70% of their time OOH (Target Group Index, 2015), it was a natural fit to include out-of-home advertising in the media plan that ignited the emotions of supporters, featuring the most captivating elements of the games; unity, tension and the thrill of being lost in the moment.
Strongbow_180716_BoroughHighStreet_London
Samsung: using data to connect with Olympic Fans
Using Olympic themed creative, Samsung invested in high impact and high frequency driving formats in locations with product audience rich environments which were the highest indexing against their core audience.
During the morning commute when the OOH advertising was aired, placement was focused in areas where TV viewing was lightest against Samsung’s audience, to ensure minimum wastage and maximum visibility for the Olympic themed creative.
samsung
JCDecaux dedicate a network of screens for a public channel
In the wake of a recent editorial partnership between JCDecaux and The Press Association during the UEFA Euro 2016 tournament, where people were updated on the latest news and live scores on DOOH screens, JCDecaux and the PA partnered again during the Olympics to bring the latest headlines and medal tables from Rio.
The news and updates, curated by the team at PA, included the biggest stories from Rio each day, athletes’ & teams stats and rankings, and daily medal tallies. The content was broadcast to the public via JCDecaux’s dedicated channel on a network of D6 screens.

(photo credit JCDecaux)
And some overseas campaigns:
Dove #MyBeautyMySay
Although not an official Olympic sponsor, Dove sparked conversation in the US around the portrayal of female athletes with their #MyBeautyMySay campaign. Their OOH ads broadcast sexist comments made by media outlets about female athletes. In the creative execution, initially the comments appear on images of women playing sports, but gradually the athletes in the billboard disappear to emphasise that these women haven’t been seen in their own right as athletes.
Live Stream of Team NL
The Netherlands also had a live stream of their Team NL achievements. Ngage Media streamed Olympic achievements on Train Station DOOH. Meanwhile JCDecaux displayed live medal tallies in Amsterdam, Rotterdam and Utrecht city centres.

Ocean Turn the Nation Red, White and Blue for Team GB During Rio 2016

Team GB has revealed details of its exclusive content partnership with digital out of home owner Ocean as it unites the nation behind the team prior to, during and after Rio 2016.
The deal will see Ocean turn the nation red, white and blue with “as live” sporting images are carried across its 180 premium screen digital portfolio in nine UK cities as the Games play out. The partnership extends content across those screens operated by Ocean’s sister company, Signature Outdoor.
Team GB is predicting another strong performance from the squad in 2016 – and every medal win will be relayed as it happens.
Ocean’s screens – including the colossal IMAX banner in London’s Waterloo – will turn from white to either bronze, silver or gold as the medal tally rises.  Accompanying exclusive media content will be supplied by Getty images, allowing the nation to celebrate immediately and together during each “Medal Moment”.
Team GB commercial director Simon Massie-Taylor said:  “This is the first time the British Olympic Association has partnered with an out of home media owner. Unique content, news, insight and updates generated from within the Team GB camp will keep the British public right in the centre of the Games experience in Rio across Ocean’s platform.”
Ocean marketing director Richard Malton said: “Being recognised as a true, live streaming platform is a real watershed moment for DOOH and exclusive content will be key in such high impact environments.
“Naturally we’re delighted to be working with Team GB in helping to recreate the excitement we all experienced in 2012 for the British Olympic team competing in Rio next year.”
Via: Outsmart 

Ocean becomes official media provider to Team GB in the run up to Rio 2016

Ocean Outdoor has become official outdoor media provider to Team GB in the run up to the 2016 Olympic Games in Rio.
As part of the deal, Ocean will support Team GB’s “Bring On The Great” campaign, bring real time update and news, orchestrate digital activations with commercial sponsors and help engage and build a massive social network of British supporters.
Ocean marks the beginning of its sponsorship across its UK portfolio this week (from August 5th) with the announcement of the Team GB Greats, the eight Team GB role models who will act as role models for the athletes preparing to compete in Rio and to inspire the nation to get behind ‘Bring on the Great’ in support of Team GB at the Rio 2016 Olympic Games.
Wednesday, August 5th marks one year until the Opening Ceremony of the Rio 2016 Olympic Games.  Through a combination of Team GB Greats, the activation of a new fan club and the “Bring on the Great” campaign, Team GB is looking to achieve a record performance at the Games.
Announcing the sponsorship, Ocean marketing director Richard Malton said: “We are both delighted and honoured to be selected by Team GB as their official media supplier. Ocean is a British business built on passion, excellence and a desire for success, values it shares with the British Olympic team.
“Through this partnership, we will receive exclusive real time content throughout the build up and during the Games, announcements, highlights, records being broken and medals being won all by Team GB, bringing the excitement of the Games to the UK’s biggest cities. This presents a high impact opportunity to amplify sponsors’ campaigns.
“One of Team GB’s principal aims is to create a wave of national support throughout the country in the build up to and during the Games, and digital out of home will be a key player in priming that audience through our portfolio of UK screens.”
Bill Sweeney, CEO of British Olympic Association, said: “Ocean is the perfect fit for our Team GB 2016 marketing campaign.  Having a digital out of home partner with such a strong national presence on high impact screens compliments what we are doing through our own digital channels and the physical plans we have for Live Sites during Games Time.
“The partnership will provide a huge boost for the Team GB brand and our commercial partners as we together look to reignite the nation’s support for Team GB in the build up to the Rio 2016 Olympic Games.”
Ocean’s media partnership runs until the end of 2016
Via: Oceanoutdoor