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.

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.