The announcements for the Tokyo Olympics were very important for many companies around the world who took advantage of a huge event to promote themselves. The games are, like a World Cup, one of the most watched sporting events around the world. Having a good product and good advertising can make a brand trendy.
The best advertisements are those that can convey emotions and feelings to the minds of the viewers who see them. The Olympic Games have always been the scene of great feats in the world of sports, so why not in the world of digital marketing as well?
The fact that these Games took place in the midst of a pandemic made them very special. As a result, the level of impact of the Tokyo Olympics for digital advertising was huge.
Why did brands advertise during the Tokyo Olympics?
Brands took the opportunity to distribute their messages and promote their products or services during the Olympic Games. In this way they managed to awaken the interest of the millions of people who followed them both digitally and physically. The ads were seen in different formats such as images, photos, animations or videos. The latter was the format the most common during the games.
The main objective of an advertisement is to persuade the user to take a specific action. This could be a purchase or a subscription to a particular service. There are also cases where the advertisement is just trying to gain placement in the minds of potential consumers. For companies around the world, having banner ads is a way to increase sales of their products or services.
Digital advertising at the 2020 Tokyo Olympics
According to various analyses done by different marketing companies such as Dynadmic, it was concluded that these 2020 Games would have an increase in online advertising investments between 40 and 60 percent. All of these tools help brands reach and connect with their target audience.
The ads for the Tokyo Olympics come at a very important time for the industry because of the consequences that the coronavirus pandemic has had around the world. The economic impact has been very strong, and companies know that these events are a good investment.
Advertising revenue in the United States alone exceeded $2.5 billion, so that is a good number to take into account when determining the impact of advertisements for the Tokyo Olympics.
Despite the fact that half of the population in the north of the country said they preferred to suspend these games because of the pandemic, the positive numbers at the marketing level led companies to create and design high-quality advertisements in which creativity was around from start to finish.
Best practices of advertisers from these Tokyo Olympics
According to the survey conducted by Kantar, nearly 44 percent of consumers are more likely to buy a brand sponsored by their favorite athlete at these Games. One of the most important steps for companies has been to achieve an appropriate tone of communication with their audience.
An analysis by the same Kantar company found that positive, future-focused ads performed better than those that did not prioritize these aspects. This process has to do with consumers’ desire to return to pre-pandemic times.
Ads based on honoring those who are positively changing the world generated 30 percent more interest. Ads that had the Tokyo Olympics as their main theme also represented a pandemic breakthrough and performed well overall.
Tokyo Olympics ads: the best ones
Many companies launched their brand ads during these Tokyo Olympics. Below, you can find the most prominent and creative ones:
1.- International Olympic Committee
This is a very powerful ad in terms of its message, and so it was a big hit among the ads for the Tokyo Olympics. It features former athlete Agnes Keleti in past Games and is compared to the youth of new athletes such as Britain’s Sky Brown.
The strength of the emotions present in these Games is evident in remembering how they were in the beginning and their passage through the Olympic discipline that marked Agnes in the past. The announcement also speaks of the new times, the changes and the opportunities that will open up for so many new athletes. A minute and 50 seconds of pure emotion and even tears.
2.- France.TV
The Mullenlowe France agency has created a short film about the Summer Paralympic Games. It plays with the emotions present in each of the participating athletes and the feelings they experience just before entering the competition. Together with music that rises in decibels, a collection of quality images and very detailed plans of the different athletes, a perfect atmosphere can be created.
It is 42 seconds of pure excitement for viewers and one of the most viewed Tokyo Olympics commercials to date. An example that with little can be done by the creative and design teams of marketing companies.
3.- Nike
The North American sportswear company’s advertising campaign is one of the most remarkable ever for its creativity. Its message is clear by explaining that tomorrow will be a big day. Thus, it plays with the illusion of winning and being the best of athletes in these Tokyo Olympic Games.
Similarly, Nike takes the opportunity to showcase all its products such as shoes, apparel and the main athletes of each discipline such as Lebron James, Sha’Carri Richardson and Giannis Antetokounmpo, player of the Milwauke Bucks. The central idea is that a better future can be created for everyone if things are done well through sports. It makes good use of graphic elements such as images, a powerful title, and quality music.
4.- Coca Cola India-“Thumbs up Tokyo 2020”
The world’s most valuable soft drink brand this time used the Olympics as a key showcase for its marketing campaign. Prominent in the ads for the Tokyo Olympic Games is India’s 100th presence at the Games and the perseverance the people of that country have had in dealing with the crisis due to the coronavirus pandemic.
The Coca Cola India brand logo shows a hand with a raised thumb that, when turned over, becomes a symbol of negativity. The commercial talks about the problems an athlete faces, such as the fear of failure, and the protagonists make the gesture with the bottle upside down and thumb down in disapproval. No doubt, a very clever campaign.
5.- BBC-“Let´s Go There”
BBC London has created one of the best ads for the Tokyo Olympics. It shows how different athletes prepare, but making use of classic features of life in Japan such as gachapon, anime, and digital games.
It is a very clever example of how you can blend what the games represent and the atmosphere of the host country. Therefore, in this marketing campaign they took into consideration many aspects of Japanese culture such as their passion for video games, their fanaticism for collecting, etc.
6.- Omega
The watch company has accompanied the Games since 1932, and its ads for the 2020 Tokyo Olympics did not go unnoticed. The company’s marketing team made good use of images to produce a quality ad that showcased not only the brand’s products, but also the benefits of Japanese culture.
The brand’s mission, vision, and values are reflected in every second of the ad, making it clear that they are one of the most serious and professional companies that have sponsored the Games.
It is a split-screen montage showing the different watches on one side and all the Olympic sports and activities on the other. The flag of Japan is merged with a luxury watch and the famous Japanese bows are transformed into Olympic bows.
7.- Procter & Gamble
The title of one of the major ads for the Tokyo Olympics leaves no room for doubt. It shows scenes of the various athletes competing and getting hurt, but being helped by others. An example of what the company does for people, which is to help them.
Despite the fact that the company has received a lot of criticism for animal testing of its products, it now wanted to promote a fresh start with this beautiful digital marketing campaign.
The commercial also plays with the plight of some athletes who, given the suspension of the event in 2020, have dedicated themselves to helping those who have suffered greatly from the pandemic. These details that may seem minute are very important to understand the magnitude of these ads at the Tokyo Olympics.
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