Optus has been awarded the Australian Olympic Committee’s Gold Inspiration Award for excellence in Olympic Marketing. The AOC created the Inspiration Awards to recognise the contribution Partners and Suppliers bring to the Olympic movement through their marketing initiatives at both the Summer and Winter Games.
The awards are presented to Australian Olympic Team Partners or Suppliers who have achieved extraordinary success through the innovative and effective use of their Olympic partnership across any or all aspects of their business including brand, sales, staff engagement and other business areas, having regard to the particular circumstances of the different industries and the diversity of the leveraging programs.
The independent judging panel involved a wealth of experience from the corporate, advertising, media, marketing and Olympic worlds and comprised, Chairman, WPP AUNZ - John Steedman, Olympic Gold Medallist and Deputy Chair of the AOC Athlete’s Commission
- Kim Brennan and Chairman, Brand Communities and former CEO and part owner of PublicisMojo – Nicholas Davie.
The Panel regarded Optus’ Australian Olympic Team program as unique, innovative and well-planned. With activation commencing only months before the Rio Games, it gained significant momentum as the Olympics came to life in Rio. The highly authentic and consistent message of ‘The Support Network’, delivered against the Australian Olympic Team brand and values, and connected strongly with the athletes and public alike. Optus delivered a fully integrated campaign that achieved unsurpassed results. Engagement and evangelism of local Optus stores, their small business network, social channels and internal engagement ensured Optus staff, customers and the Australian public were well and truly behind the Australian Olympic Team.
"We are thrilled to have been selected for this award. It’s been a wonderful year, supporting the Australian Olympic and Paralympic Committee’s. It’s not every day we get to work on such prestigious properties as the Olympic Games".
Corin Dimopoulos, Head of Brand and Communications Swisse was awarded the Silver AOC Inspiration Award with a program that helped power Australians to their dreams. The campaign looked beyond just the results of the athletes to understand the challenges they face, as well as uncover the dedication and determination they possess to achieve their sporting dreams. This was delivered in a broad cross section of channels, driving their campaign message and delivering exceptional results across all key metrics throughout the business.
Woolworths were awarded the Bronze AOC Inspiration Award. The judges were impressed with the captivating idea of Grown in Australia, Picked for Rio which was carried across a number of platforms, as well as driving forward the AOC ‘Eat Like A Champ’ program, which
promotes healthy eating to kids. Woolworths generated outstanding results across key business and brand metrics by leveraging a campaign that included the exclusive distribution of the special Olympic $2 coin with fellow Olympic Partner Royal Australian Mint, and the promotion of Fresh Food and healthy recipes.
A ‘best social media’ category was introduced to this year’s awards and Swisse was the stand-out. Swisse’s social media campaign featured an extensive production of content distributed across all platforms. Swisse’s daily video ‘The Rio Round-Up’ provided fans with
top moments from the Team each day of the Games, as well as the unique colour and celebrations that Rio brought to the Games, which led to Swisse’s most popular digital and social media execution ever.
AOC President, John Coates, said the Inspiration Awards demonstrated the leadership of Australia’s business and marketing community.
"Our Partners and Suppliers’ promotion of the Olympic Team in the lead up to Rio and throughout the Games was outstanding and amongst the best in the world. Our Winter Partners also excelled with their Sochi Campaigns. We are most grateful for the support of the TOP Worldwide Olympic Partners, AOC Partners and Suppliers who perpetuate the Olympic values and make it possible for our athletes to achieve their goals at the Olympic Games," said Mr Coates.
Judging Panel member Nicholas Davie said the submissions illustrated the uniqueness of the Australian Olympic Team as a sponsorship property.
"With clearly articulated business objectives and strong execution, the sponsor family leveraged the equity and multi-faceted nature of the Team into integrated campaigns that really drove results to the bottom-line," he said.
Mr Steedman commended the Team sponsors for their marketing strategies, adding: "Regardless of company size, we saw some great ideas and creativity that transcend sport. It demonstrates the power and relevance of the Olympic Team to cut through and inspire consumers, customers and employees alike." Ms Brennan said Australia’s Olympians are fortunate to count of the financial and promotional support of some of the country’s leading brands.
"It was great to see how well sponsors encapsulated the Olympic spirit and what it means to be an Australian Olympian. They truly helped share the stories of Olympians and, in doing so, performed a great community service by inspiring the Australian community. I'm excited to see creativity come alive once again as campaigns roll-out to promote our 2018 Olympic Team that will compete at the Olympic Winter Games in PyeongChang in just 15 months."
Today’s announcement was attended by 2016 Australian Olympic Team medallists Matt Abood, Chloe Esposito, Jessica Fox, Cameron Girdlestone, Jared Tallent and Kim Brennan.
Further more information please contact:
Mike Tancred
Australian Olympic Committee
Tel: 0412 330 274
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