The Channel 4 Rio Paralympics ad was huge when it launched! It was the most shared Paralympic video of all time and research shows that nearly 70% of people who have seen the ad describe it as inspiring!
That was just the start though as we launch into 10 days of exhilarating Paralympics sport as the Superhumans return. Our challenge from Channel 4 was to make this campaign the most accessible campaign ever. No mean feat.
Today we kicked things off in style as we took over the Metro masthead with superb Rio-themed creative. A Snapchat filter launched with a 24-hour national takeover encouraging the UK to get behind ParalympicsGB. A huge OOH campaign has showcased athletes in style. Social, YouTube and a programmatic video strategy have added additional reach and awareness as we ramp up to the Opening Ceremony tonight.
The campaign has also featured cinema adverts with display subtitles and sign language visuals in dedicated screenings for the hard of hearing. Bus shelters in key cities nationwide showcase our ParalympicsGB team in all their glory accompanied by audio commentary of the featured athletes’ gold medal winning performances from the London 2012 Paralympics.
Talon and OMD UK have also teamed up with TFL to become the first advertiser to share live updates across 2,500 digital indicator screens at bus stops. Also running on hundreds of screens at a number of London Underground ticket halls and platforms, people will get updates on key events, highlights and Team GB medals as the Paralympics progress. To make the campaign accessible to all, audio updates will also play out on platforms at London’s busiest tube stations.
Highlights packages across Bauer radio stations will be condensed into 60-second reels summarising all the latest news from Rio across the UK’s airwaves, making the Games even more accessible across the media channel. We also have a superb social amplification strategy as we help distribute the best bits from Rio 2016 Paralympics.
So support ParalympicsGB and tune into Channel 4 tonight for the Opening Ceremony!