Engaging a youth audience

Olympic Channel

Brief

For the first time the International Olympic Committee (IOC) is owning a direct relationship with a Millennial and Gen Y audience with the launch of the Olympic Channel. The new global digital platform focuses on Olympic sports, athletes and stories, engaging its audience with the power of what sport can do. It provides a more comprehensive and personalised view of the Olympics that went deeper and closer than ever before.

 

Lambie-Nairn was tasked to develop the brand positioning and identity for the Olympic Channel. The solution needed to reflect and uphold the legendary legacy of the Olympic Games, whilst connecting with this demanding younger audience. Our idea had to reflect their attitude to life and inspire the ‘couch potatoes’ off the couch.

Solution

The ‘Olympics Inside Out’ proposition captured the proposed breadth and depth of this new platform and the ability of the new channel to get up close and personal to the drama and emotion.

 

‘Living Rings’ was the clear favourite of three concepts tested globally, especially appealing to a younger target group (13-17 year olds). It leverages the most symbolic icon of Olympism – the Olympic rings – and juxtaposes each and every Olympic sport, capturing the beauty, skill, emotion and the values. And ultimately reflects the Olympic Spirit – a never-ending, diverse and universal story.

The colours, tempo and eclectic aesthetic add a dimension of youthful modernity – vibrant, energetic and exciting.

Results

Soft-launched as a digital platform at the end of the Olympic Games Rio 2016, the Olympic Channel already counts 290,000 Twitter and over 2.3 million Facebook followers. Following this successful launch, NBCUniversal is partnering up with the IOC and USOC to launch a new cable television network – the “Olympic Channel: Home of Team USA” during the second half of 2017.