IBM Features Local Heroes from Around the World in Ad Campaign for the Sydney 2000 Olympic Games

Olympic Ads Expand Ongoing e-Business Campaign

Select a topic or year

ARMONK, N.Y. - 11 Sep 2000: - IBM's Olympic Games ad campaign combines the power of the Sydney 2000 Games and the Internet to attract a worldwide audience of fans and provide them a personalized, localized medium for sharing the Olympic experience. Television commercials debut September 15 in Australia and on NBC's network broadcast of the Opening
Ceremony in the United States. Spots begin airing on the MSNBC cable channel September 16. Ogilvy & Mather created the commercials to show how IBM's e-business solutions touch local athletes, their families, friends and communities.

The advertising is built around the tag line, `Ten thousand local heroes. One place to find them all. Powered by IBM.' The integrated television, print and online ad campaign profiles real-world communities and fan support for five athletes who will be participating in the Sydney Games. The campaign was designed to show how IBM technology solutions bring fans around the world
closer to the Olympic Games, and enable them to keep up with news about their local heroes.

``The Sydney 2000 Olympic Games are, without a doubt, the most exciting and highly anticipated sporting event worldwide,'' Marilyn Mersereau, IBM Vice President, Integrated Marketing Communications, Americas. ``The campaign relays this anticipation and excitement to people around the world by highlighting candid moments of real people speaking about their local Olympic heroes.''

As the Worldwide Information Technology Partner for the Sydney Games, IBM has created an official Olympic Web site so extensive that information on each of the more than 10,000 athletes can be accessed by fans around the world. The Web site allows families, friends and people in local communities to follow their favorite athletes' Olympic achievements in Sydney. For example, Eadaoin NiChallarain, a young woman from a small town in Ireland on the Canoe/Kayak - Slalom team, is seen practicing her craft on the turbulent sea. Her best friend and parents watch with great pride as harsh winds blow against weathered faces. The other four commercials feature athletes from Australia, Canada, Senegal and the United States.

Executives at Ogilvy & Mather began sending letters to sports federations around the world more than a year and a half ago. After receiving referrals for approximately 100 athletes, the search was narrowed down to 20 candidates who best fit the campaign's concept. Executives traveled around the world interviewing athletes and decided on five stories that could be told effectively on television. There are 30- and 60-second versions of the commercials.

``This campaign captures the spirit and individual stories of the athletes competing, while celebrating the anticipation and participation of their hometown supporters,'' said Chris Wall, Executive Creative Director at Ogilvy & Mather. ``The official Olympic Web site provides a place where fans from remote regions can come together and keep tabs on their local heroes. The advertising brings the stories and the
fans together, and gives them a Web community to share the experience.''

Print ads also follow the IBM e-business format and feature local athletes in their native surroundings. Ads are now appearing in Sports Illustrated, Newsweek and Forbes. Additional placements will appear in the September 15 issue of Business Week and in the September 18 issues of The Wall Street Journal and USA Today.

As the Worldwide Information Technology Partner for the Sydney Games, IBM provides the Sydney Organizing Committee for the Olympic Games with a technology solution that delivers comprehensive results about every athlete, every sport and every country competing in the Sydney Games.

# # #

Related XML feeds
Topics XML feeds
Financial news, company earnings, philanthropy, community service, human resources, sponsorship