What brands can learn from the Summer Games - Brand Wagon News
You can call it a $9.7-billion playbook for marketers. The Paris Olympics, which transformed the City of Lights into a global stage, ticks all the right boxes when it comes to blending the audaciousness of creativity with the promise of freshness and inclusivity. Here are five lessons that brands must immediately add to their catalogue.
Cookie-cutter marketing is passe:
The Paris Olympics sought to be a bold reimagining of the sporting spectacle, prioritising creativity and innovation. By introducing new, youth-oriented sports like skateboarding, surfing, and breakdancing, the Games signaled a willingness to embrace change. "Markets are dynamic, and customers evolve," notes Rohit Vishal Kumar, associate professor at International Management Institute, Bhubaneswar. "Brands must adapt to meet the demands of new generations." Creativity is at the heart of the event. The opening ceremony transformed Paris into a breathtaking open-air stadium, weaving together themes of Liberté (liberty), Égalité (equality), Fraternité (fraternity), Sororité (sorority) and Sportif/Sportive (sportsmanship). From the iconic Olympic cauldron, reimagined as a soaring hot air balloon, to the visually striking logo and unique mascots, every element is a testament to bold and imaginative thinking, note experts.
Takeaway: Creativity is not just an aesthetic choice; it's a strategic imperative.
Don’t skimp on narrative build-up:
Paris 2024 has been a cinematic portrayal of the city’s soul. The organisers have transformed the Games into a narrative, weaving together Paris' history, culture, and aspirations for a global audience to witness. The opening ceremony was a visual spectacle with 12 tableaux depicting iconic Parisian symbols and their historical significance, transporting viewers on a journey through the city's rich tapestry. French President Macron called it a "great story of emancipation and freedom" – going from the 1789 French Revolution through to the 1948 Universal Declaration of Human Rights, which was signed at the spot where the parade ended. Every intricate detail has meaning: The logo is an optical illusion designed to resemble both the Olympic torch and a woman’s face. The face is intended to represent Marianne, the personification of the French Republic. The mascots — the Phyrges — are based on the shape of Phrygian caps or 'liberty caps', a homage to the French Revolution. Finally, by putting a spotlight on athletes through social media posts of behind-the-scenes moments, training routines, and real-life snippets, the organisers have made them relatable and authentic, points out Aashna Gurav, brand and marketing consultant. "This connection turns athletes into influencers and role models," she says.
Takeaway: Connecting with customers is not easy so go all out.
Sustainability is mainstream:
Paris 2024 has positioned itself as the "most sustainable Olympics ever", setting an ambitious target of halving the carbon footprint compared to previous editions. Central to the strategy is a commitment to minimising new construction and repurposing existing landmarks. The transformation of the Seine, once a polluted river, into a swimming venue through a €1.4-billion cleanup effort is a bold statement about the city's commitment to environmental restoration. It has also championed renewable energy, public transport, and sustainable food sourcing. "Sustainability has been integrated into the brand ethos," observes Vandana Tandon Khanna, professor at K J Somaiya Institute of Management. "By aligning with consumer values, Paris 2024 offers a compelling blueprint for businesses seeking to build sustainable and successful brands."
Takeaway: Businesses that fail to integrate sustainability into their core strategy risk being left behind.
DEI is no longer a slogan:
For the first time in history, the Olympics features gender-balanced events and a broad representation of nations. "This inclusive approach reflects social progress and appeals to a diverse global audience," says Khanna. The event's slogan "Games wide open" is "a clear commitment to organising Games that are accessible for everyone", organisers say. In solidarity with the LGBTQ+ community, a Pride House has also been set up, which will host a range of activities. Experts say that the event is testament to the fact that inclusive marketing is not just about checking boxes; it's about creating a brand that resonates with people from all walks of life. By embracing diversity and inclusion, brands can build stronger, more meaningful connections with their audience. "The Paris Olympics challenge conventions and set new standards. For marketers, this means pushing beyond the ordinary and setting a clear road map for success," concludes Ambika Sharma, founder and chief strategist, Pulp Strategy.
Takeaway: If your marketing doesn't respect inclusion, it's not sustainable.
Technology is an enabler, not a solution:
The event has showcased cutting-edge technology, notes Amit Relan, co-founder and CEO of mFilterIt. "Marketers can emulate this by investing more in research and development and allocating resources to develop new products, services, or experiences," he says. As 10,000 athletes from over 200 countries pulled up to the Games, they were greeted with an AI chatbot. In April, the International Olympics Committee rolled out an AI agenda, which was an effort to streamline the use of the technology at the event. It is also being used for refereeing, time keeping, and bringing about real time data. In fact, organisers are using it for better graphics and communication to enhance viewer experience. This year's event has over 15 unique Olympic augmented reality features available both online and on the streets of Paris.
Takeaway: Amalgamate the immersiveness of technology with the practicality of physical experiences to take the brand story a notch higher.
