Cannes Lions

LONDON OLYMPIC GAMES 2012 SPONSORSHIP

MOVEMENT, London / COCA-COLA / 2012

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To help make their sponsorship of The London 2012 Olympics Games more relevant to teens, Coca-Cola decided to show a different, more social side to the Olympics by creating an anthem out of the sounds of sport – and inviting the audience to Move To The Beat Of London 2012. Music producer Mark Ronson was commissioned to make the track, and was filmed for a documentary as he travelled round the world meeting athletes and recording the sounds of their training. This footage was first broadcast in February 2012, and then episodically shared online in the run-up to the London 2012 Olympic Games. The Move To The Beat mobile site worked as a companion piece to this activity. It invited teenagers to get closer to the athletes and artists who were involved with the project.It was jam-packed with exclusive content. There were exclusive video interviews and behind the scenes footage of every athlete and artist; 23 free wallpapers; and every athlete and artist had their own unique ringtone, made from their own audio contributions to the track.

The audience could even create their own personal ringtone, creating it by answering a few multiple-choice questions based on their personality and music and sport preferences. Because this content was constantly evolving, we kept the audience in the know by inviting them to sign up to SMS alerts to link them to new content. Activations to drive to the mobile web were run across TV, Out of Home, desktop & interactive touch-points e.g. vending machines too. The activity launched close to the deadline, so we don’t have full results as far as consumers are concerned. However, it has been received very positively with the client Coca-Cola. Previously the number of markets to take activate mobile web was 12. We smashed this record, with over 40 markets choosing to run this mobile web for the London 2012 Olympic Games.

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