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  • The Winter Olympics
  • The Winter Olympics
  • The Winter Olympics

Nature

Client: BBC Worldwide
Brand: BBC Olympics

Challenge

There is a low general interest in winter sports, not surprising when only 11% of the UK population express any interest in skiing and 4% when it comes to snowboarding.  When it came to the Winter Olympics, how could the BBC build awareness of the Games, reinforce its position as the Olympic broadcaster and bring a younger audience to BBC Sport?

Solution

To build anticipation as the Winter Olympics approached the Games were dramatised as more than just a contest between elite athletes.  In this epic campaign trailer competitors also had to overcome a foreboding Nature and its formidable elements in order to realise Olympic glory.  This theme played out across all elements of the integrated campaign including TV trails, title sequence for editorial, radio and social media and publicity pictures.

Results

The response to the campaign was extremely strong with over 33.7m people tuning in to watch coverage during the course of the Games.  This figure was higher than each of the last three Winter Olympic Games.  There was also a total of 14.8m unique (UK) average weekly browsers to the Winter Olympic site across the games.

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