News

Facebook APAC creates global campaign to woo advertisers in the lead-up to the Tokyo Olympics

Facebook Asia-Pacific has created a first ever global campaign to draw advertisers to the platform for the Tokyo Olympic Games, scheduled to start on July 24, 2020. 

Titled ‘Give Your Game Everything’, the campaign video is directed by British ad filmmaker Jack Weatherley. It draws a parallel between the rigorous preparations undertaken by athletes, to how brands ought to prepare if they want to reach their audience across Facebook, Instagram and WhatsApp.

The 40-second film will be spliced into the social network’s native advertising formats, targeted at key marketing decision makers.

Facebook has launched a microsite which includes details on how best to optimise campaigns for the games. It was launched yesterday, exactly a year before the Tokyo Olympics are officially supposed to begin.

The insights powering Facebook’s campaign came from a YouGov survey of 9,137 people between 18 and 64 across Australia, Brazil, France, Germany, Japan, Korea, Russia, United States and the United Kingdom in April 2019 that dug deep into the way they watch sporting events.

Speaking at a press event to launch the campaign, Facebook IQ’s marketing insights manager for Asia-Pacific Sandra Marichal said: “Games used to live on television. “But by 2020, there will be three billion smartphone users and Asia-Pacific will account for more than half of them. 

“Today, people watch TV and are on the mobile at the same time. Another behaviour we have noticed is people watch TV on mobile, switch and share between apps. With this campaign, we want to focus on cross platform and cross media behaviour since brands need to be prepared.

“You need to be everywhere every time which is very complex. We want to alleviate this complexity.”

Facebook claims its tools will help marketers break the clutter around the Olympics and recommends that brands tap into the excitement surrounding the event, sooner rather than later.

 

It also recommends they focus on what Marichal calls “non fans rather than fans”. 

Explaining this further she said: “When we talk about fans, there is a bit of a misconception. More people said they were ‘non fans’ and this was ratified by our data.

“But when we looked into other aspects – for instance – those who were sharing big ad campaigns starring athletes like Serena Williams, we found women and older people. Sports brands are not reaching them.

“We are working with the team to create campaigns to reach out to those who technically engage with the content but are not in the target base of ‘fans’.”

‘GiveYour Game Everything’ is focused on both the official sponsors as well as brands that would like to be part of the games in whatever way possible.

Asked about the risk of the platform being party to so-called ambush marketing, Marichal said: “All our advertisers will get the same insights. 

“For the non sponsors though, there are things you cannot say and do. We tell them that our system won’t allow them to publish material that goes against the guidelines. It helps them become aware, before they submit assets, rather than forbidding them after the fact.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing