See Usain Bolt win another 100m, watch Phelps win his 23rd Olympic gold, relax on Copacabana or head down to the bay to see some world-class sailing… All these things were on offer for those lucky enough to get over to Rio this summer.
Most of us, however, were confined to watching the action on TV or a mobile screen. Rio’s time zone further depleted its European audience, and the relative remoteness of the games may have contributed to all those empty seats we saw in the stadiums.
But how could you bring the atmosphere and excitement to this side of the world? That’s the challenge our client Delta Lloyd faced. A major sponsor of the Dutch sailing team, Delta Lloyd wanted to activate its sponsorship for fans who didn’t get the chance to travel to Brazil.
If you can’t go to the sport, the sport must come to you
Delta Lloyd’s solution was to construct a watersports activation on the beach of Scheveningen in the Netherlands, as part of the Olympic Experience concept created by the Dutch Olympic Committee*National Sports Federation. The Federation’s Olympic Experience gave parcels of space to each major Dutch sports federation and its sponsors.
In the Dutch Sailing Federation space, combined with main sponsor Delta Lloyd, PRISM built a giant water basin with 3 million litres of water where kids were offered the chance to experience a range of watersports including a trip in an optimist dinghy, sailing experiences, water-skiing, surfing, and stand-up paddle boarding, but also learning more about water in the laboratory.
The activation was an extension of Delta Lloyd’s Optimist On Tour programme, which seeks to get more young people across the Netherlands involved in watersports, especially sailing. Our joint aim was to recreate some of the experiences and atmosphere of the Rio games but in a way that was accessible to the most amount of kids, helping not only to activate the Olympics in their own city, but help to get more young people into watersports and create a positive new legacy for the Dutch Sailing Federation through its partnership with Delta Lloyd.
The activation at the Olympic Experience lasted throughout the Olympic period and attracted almost 10,000 children.
For the Dutch PRISMatics who helped arrange the event, it meant a beautiful couple of weeks at the beach making our client’s vision become a reality, with plenty of time spent enjoying sports and the action from the Games.
The highlight for everyone was the night Delta Lloyd threw its largest party of the activation, the Delta Lloyd Sounds, when the whole Olympic Experience was dedicated throughout the event just to watersports. The client invited its VIPs to visit the experience and watch the sailing action from Rio. The night culminated in the Netherlands winning gold in the sailing, which raised the roof, as you can probably imagine.
Rio is 10,000km from Holland – 12 hours on a plane at a cost of at least €1,000. That’s not feasible for the vast majority of sports fans and consumers that brands want to reach. It’s only through clever activations of this sort that brands can bring the atmosphere and celebration of the Games to those they most want to reach.
As we look ahead to Tokyo 2020 (9,288km from Holland), this is a strategy more and more brands must pursue to capitalize fully on the hype and excitement of the world’s greatest sporting event. With its expertise both in events and activations, PRISM is perfectly placed to execute that strategy.