In the middle of “JO-stalgia” 🥹? The We Are COM Team invites you to immerse yourself in the best of these Olympics with the top Paris 2024 activations! Indeed, the Olympics not only dazzled with their sporting performances, but also provided a stage for daring brands ready to make history. From the sky (EDF) to the screens (Orange) to the podiums (Samsung), brands wanted to redefine public engagement and proved that when it comes to communication, you have to know how to reinvent yourself to stay in the race.
So, ready to get inspired for your future campaigns? 🤺
EDF and the Olympic cauldron: a brilliant innovation
EDF made an impression with the 100% electric Olympic cauldron, a first in the history of the Games. This technological prowess has transcended the simple role of technical support to become the emblematic icon of these Olympics. Located in the Tuileries gardens, the basin attracted worldwide attention and positioned EDF as the champion of the energy transition. In other words, the basin was the most beautiful advertisement for EDF, proving that big ideas can light up more than stadiums 💡
Orange: (connected) sport for all
In addition to its technical support, Orange distinguished itself by sponsoring the Marathon For All, the first Olympic event open to the general public. The French operator offered 5 of the 000 race bibs in order to “ to ensure the inclusion and diversity of this unique event“. It also allowed the runners' families to send personalized messages of encouragement which were broadcast on the screens throughout the race. This initiative notably strengthened the bond between runners and their loved ones, while adding an emotional dimension to the sporting experience 🥰
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And Orange is even getting ahead of the Paralympic Games with a campaign celebrating the performance of Paralympic athletes.
Samsung: selfies on the podium
Samsung revolutionized medal ceremonies with its “Victory Selfies”. For the first time in the history of the Games, athletes were able to immortalize their moment of triumph by taking selfies on the podium with a special Samsung “Olympic Edition”. A daring “product placement” which allowed the medalists to share their joy and their success of personal way with their fans and the whole world, even going beyond political conflicts.
Allianz: influence in new areas
Allianz has succeeded in creating an authentic connection with the young and connected audience thanks to its Paris 2024 activations with French influencers. This initiative notably saw Michou and Amixem, two of the biggest French YouTubers, take on sporting challenges with the aim of raising awareness and encouraging their followers to adopt an active lifestyle. THE challenges were varied, ranging from real introduction to boxing , discovery of “100 sports”, each influencer bringing their personal touch to encourage their community to participate.
By using social media, the brand was able to distribute engaging content related to the Games, strengthening its visibility and highlighting its commitment to accessible and inclusive communication.
Decathlon: experience above all ⛹🏻♀️
In the midst of a transformation, Decathlon has perfectly illustrated its new slogan “Ready to play?” with the creation of “Playground”, a unique space where visitors were able to immerse themselves in varied sporting and cultural activities. This interactive space offered a true Olympic experience, while reaffirming the commitment of Decathlon à make sport accessible to all. It was a success, with more than 200 visitors welcomed!
But Decathlon's impact does not stop there. As equipment supplier for 40 volunteers, the brand seduced with outfits praised for their style, eco-design and vibrant colors. One accessory in particular, the bucket hat, has become a must-have. It has even become a collector's item, being resold several hundred euros on Vinted !
LVMH: when sport meets luxury
LVMH staged the know-how of its houses during the Paris 2024 Olympic Games, from the opening ceremony to its closing. The start of the Games was marked in particular by the spectacular trunk designed by Louis Vuitton, symbolizing French heritage and elegance. And by dressing athletes and singers for the closing ceremony, LVMH has once again showed how luxury can combine with sport to create unforgettable moments, highlighting its central role in the culture and image of French luxury.
Special mention: the Phryge mascot ♥️
We couldn't do a top without mentioning the real star of this 2024 edition: the Phryge mascot!
Heavily criticized in its early days, the mascot showed its endearing personality and ended up winning over the public. She became a real star thanks to his appearances full of good humor and its ability to bring everyone together around the Olympic celebration.
The Phryge mascot was designed by the W agency to embody the spirit of freedom and innovation, inspired by the Phrygian cap, symbol of the French Revolution. It thus embodies a bridge between the rich historical past of France and the modernity of the Games. Its creators also wanted Phryge to represent a “revolution through sport”, by promoting commitment and inclusiveness.
The Olympic Games were an opportunity for brands to demonstrate their ability to innovate and connect with audiences in meaningful ways. These Paris 2024 activations not only enriched the Games experience, but also allowed brands to strengthen their positioning and reach new audiences!
