International Olympic Committee / The Coca-Cola Company: I Belong Here: The Olympics: Tokyo 2020

The International Olympic Committee, a non-governmental sports organisation, and The Coca-Cola Company, a beverage company, increased engagement among young audiences for the Toyko 2020 Olympics with a digital and social campaign that showed its inclusive nature.

Campaign details

Agency: Ogilvy UKClient: International Olympic Committee and The Coca-Cola CompanyCampaign Name: I Belong Here: The Olympics: Tokyo 2020

Driving acquisition and engagement of Gen Z and Millennial audiences with a scalable platform for Tokyo 2020 and beyond, while recognising the changing needs of audiences and raising awareness of Coca-Cola's brand portfolio.

Strategy

During 2020 people needed positivity and excitement but were also searching for deeper meaning and hoping for better times. Meanwhile, empty proclamations of inclusion would be called out as tokenism by Gen Z and Millennial audiences.

The IOC and Coca-Cola needed...

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