Engaging a youth audience through new platforms.

The Olympic Channel is an online platform focusing on Olympic sports, athletes and stories, including a 24/7 television content stream, video on demand and social media.

Engaging its audience with the power of what sport can do, it provides a more comprehensive and personalised look inside the world of the Olympics.

This was the first time the International Olympic Committee (IOC) had owned a direct relationship with millennials and Gen Y. Our job was to develop a creative strategy and brand identity that would celebrate the legend and legacy of the Games and the Olympic mission in order to resonate with younger viewers through an ‘always-on’ dialogue.

At the time of writing, the channel had grown from zero to more than 321,000 Twitter followers and more than 2.75million Facebook fans.

Our idea had to reflect the new audience’s attitude towards life and inspire the couch potatoes to get active.

We developed a creative strategy and brand identity for the Olympic Channel which would uphold the legacy of the Olympic Games and connect with a younger and more demanding audience.

Our Olympics Inside Out proposition captured the breadth and depth of the new platform, and its ability to get to get up close and personal to the drama and emotion that comes with sport at its most competitive level.

We tested three concepts with people around the world with Living Rings coming out on top, appealing in particular to the younger end of the demographic (13-17 year olds). It leveraged the most symbolic icon of Olympism – the Olympic rings – using them as a device to link up each Olympic sport, capturing the beauty, skill, emotion and values.

The channel soft-launched as a digital platform at the end of the 2016 Summer Olympics in Rio de Janeiro, and its success has inspired even bigger things in the world of television. After the soft launch, NBCUniversal partnered with the IOC and USOC to launch a new cable TV network: the Olympic Channel: Home of Team USA.


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