P&G Olympic campaign "Thank you, Mom!"

кейс

Client

P&G

Overview

Procter & Gamble, the global partner of the Olympic Games, launched its international project, "Thank you, Mom!" to commemorate the 100 days prior to the 2012 Olympic Games in London. The campaign was part of P&G's partnership with the International Olympic Committee and is aimed at boosting public recognition for the mothers of Olympic athletes.

Actions taken

The families of selected athletes were sent to London to support their children, including the parentss of Olympic boxing Champion Serik Sapiev and Greco-Roman wrestler Nurmakhan Tynaliev.

We strategically utilized social networks and mass media for this campaign.

Results

Over 10,000 individuals registered during the campaign
A Sweepstakes Raffle was held for a free trip to the Olympic Games
Touching videos portraying the mothers of Kazakhstani athletes were produced

Social Networks

Three press conferences were held in tandem with the National Olympic Committee.
A press tour was organized in London along with a press briefing at the airport following the arrival of the athletes and their parents.
Extensive media coverage was gained, with over 300 materials published in media outlets in Almaty and the regions.

Media

Серик Сапиев. Фото с сайта AIBA

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