“GIVE YOUR EVERYTHING” CAMPAIGN TELLS ATHLETES’ STORY IN THEIR OWN WORDS
LONDON, England – With the London 2012 Olympic Games coming to a close, the Canadian Olympic Committee announced today its ‘Give Your Everything’ multi-media campaign has been its most successful Olympic campaign ever.
The Canadian Olympic Team’s largest and most integrated campaign launched May 7th 2012. It involved more than 100 of Canada’s outstanding Olympians and their coaches from more than a dozen sports, highlighting their inspirational efforts as they prepared and then competed for Canada.
The 15-week, national campaign featured more than 800 out-of-home placements, print, radio, digital short documentaries, a bus wrap and digital TV spots. The Canadian Olympic Committee also launched a rebranded and revitalized olympic.ca website, and a “Canada Cheers” App to better highlight Canada’s athletes and serve the needs of Canadian Olympic Team fans. The redesigned website includes featured stories of “medal moments” of both veteran and up-and-coming Canadian athletes, and the latest information on events, results and Canadian Olympic Team-related news.
This campaign ignited a never-before-seen level of support for Canadian athletes competing at the London 2012 Olympic Games.
“I think the campaign was awesome. I got a lot of positive feedback about the video. I think it was edgy and it was real,” said four-time Olympic medallist and London 2012 silver medallist kayaker Adam van Koeverden. “We’re Canadians, we work hard and we want to do well and we want to make Canadians proud. I think the campaign really captured that.”
“Our goal was crystal clear: To inspire Canadians and help make our athletes household names,” said Canadian Olympic Committee Chief Marketing Officer Derek Kent. “We are proud that our athletes embraced this campaign to tell their stories. We used every tool in our digital toolbox to leverage the first truly social Olympic Games to support our athletes in their quest for Olympic success.”
“The new ad campaign is fantastic. I was humbled to be a part of it,” said two-time Olympic medallist swimmer Ryan Cochrane. “It’s exciting to know that it’s in your face, these are Canadian athletes, and this is what they’re doing every day. I like how everybody is their own character. It really shows how different athletes can be.”
“I love the ‘Give Your Everything’ message because I think it’s telling Canadians and particularly young Canadians that this is the way to live,” said six-time Olympic medallist Clara Hughes. “Pour yourself into what you do and don’t have any regrets. It’s a beautiful and powerful message.”
“Everyone is super positive about it,” said men’s eight rower and 2012 Silver medallist Will Crothers. “I think after Vancouver that excitement has carried over. A lot of awesome spirit from the country and a lot of support. I think the campaign represents what Canadians do in sport.”
Canadians reached far and wide, highlights of the campaign include:
- More than 600 million media impressions and counting
- More than 100 million athlete mentions in media coverage
- With the re-launch of Olympic.ca, web traffic has reached new heights, besting a previous record set during the Vancouver 2010 Olympic Winter Games
- @CDNOlympicTeam-related Twitter content viewed by more than 31.6 million people and increased Twitter followers 350%
- Created an account for the @CDNOlympicMoose that attracted close to 2,000 followers during the course of the Games
- Facebook content has reached more than 10 million people
- Close to 250,000 ‘Give Your Everything’ video views on the COC youtube channel.
- Many creative online congratulatory messages were created and shared on social and other digital platforms.
The COC developed this campaign in partnership with Proximity Canada, based in Toronto. OMD Canada was responsible for its media planning and buying.
To see the eight “Give Your Everything” digital shorts, and other content, please visit: www.olympic.ca.
ABOUT THE CANADIAN OLYMPIC COMMITTEE
The Canadian Olympic Committee leads the achievement of the Canadian Olympic Team’s podium success and advances Olympic values in Canada.
Independent and predominantly privately funded, the Canadian Olympic Committee delivers resources that Canada’s elite athletes need to perform at their best and give their everything every day.
The backbone of Canada’s Olympic movement, the Canadian Olympic Committee works with National Sport Federations to prepare the Team for the Olympic, Youth Olympic and Pan American Games.
By sharing our athletes’ stories, we inspire all Canadians through the power of sport: 24 hours a day, 7 days a week, 365 days a year.
ABOUT PROXIMITY CANADA
Proximity Canada is a leading relationship, direct marketing and interactive services agency. Proximity’s four core marketing disciplines are: Direct, Interactive, Promotions/Event Marketing and Data Analytics. Proximity was named Strategy Magazine’s 2011 Digital Agency of the Year. For more information: www.proximity.ca
Canadian Olympic Committee Media Office:
Jane Almeida, Media Relations Officer, 2012 Canadian Olympic Team
Tel: +44 7714000818
Dimitri Soudas, Press Chief, 2012 Canadian Olympic Team