Situation:

Being a top sponsor of the Olympic Games for the 1st time, Alibaba is willing to leverage the global impact of the largest sport event and resonance with global audience under one brand voice. 

Brief:

lack global marketing presence with a weak brand awareness at global level, Alibaba need an idea that perfectly encapsulates the Olympic values and goes right into the heart of Alibaba’s brand ethos.

To unify audience’s understanding about what Alibaba stands for and what Alibaba has been doing.

To engage with consumers around the world.

Objectives:

Drive brand exposure and social talks on global SNS platforms.

Being a top sponsor of the Olympic Games, Alibaba hopes to leverage the global impact of the largest sport event and resonance with global audience under one brand voice. 

Alibaba believes in that technology is for better human world, and benefit for majority of people instead of chosen few. Therefore, Alibaba choose to go for alternative way, state the point of view on SMALL, a celebration to SMALL, full of humanity.

The film is a true story of Kenya’s first amateur ice hockey team. By depicting a little boy’s persistence on his ice hockey dream and the efforts he made to fight against all the challenges along the way, we demonstrated that great dreams start small.

Alibaba supported their performance in the film, to demonstrate Alibaba’s Olympic voice, and supported their journey to Peyongchang Olympic Winter Games in person, for a real ice and snow experiences.

Implementation:

Developed a brand manifesto video to state the brand voice – To the greatness of small

Supported with 2 true stories full of human touch

Make dream come true – Brought the only ice hockey team in Kenya to Olympic Winter Games

Timeline:

Feb 01 – Feb 12, 2017

Scale:

Global ad campaign in 5 countries + local event in PyeongChang, South Korea, and then amplify to global through 580+ media.