Making an emotional connection

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For this year’s Olympiad, companies have created experiential campaigns that make a connection between their brands and the 2012 London Games. Here are some of the more noteworthy examples:

  • EDF Energy’s “Energy of the Nation” campaign has captured the nation’s Olympic excitement by measuring all UK-based tweets about London 2012 and converting them into a social media-driven lightshow on the London Eye. A computer algorithm categorises the language used in the tweets to alter the colours in the lightshow. It provides everyone with a unique experience and celebrates the energy created by the Olympics.


  • P&G partnered up with the Mayor of London, creating an environmentally friendly campaign to clean up the streets of London in preparation for the Olympics. Over a three-month period P&G invited the public to transform unsightly areas into cleaner and greener artistic patches. The initiative was a great way of bringing communities together to create a better place for people to live and visitors to experience. A unique collection of artwork from some of London’s most promising artists was displayed at the “Helping London Look Its Best” exhibition at the Brick Lane Gallery in June.
  • In an integrated campaign that included television, out-of-home and digital formats, Adidas gave the British public a once in a lifetime opportunity to “Take the Stage” and showcase their talent. Global icon David Beckham called for people to submit their own photography and win the opportunity to be the photographer on set with him. As part of a PR stunt Beckham appeared at photography booths that were set up at various shopping centers. The fans’ reactions were superb, and they were truly gobsmacked.
  • BMW created a campaign—integrating online and offline elements—that challenges consumers to look out for golden BMW’s across the UK via #GoldenBMW. By taking a snapshot and uploading it onto their social networks, users have an opportunity to win Olympic tickets and drive a BMW for a year. You can follow locations on BMW’s microsite. I need to get myself involved in this one!


All of these companies recognize the importance of understanding their audience and tapping into its mind-set on an emotional level. By creating great and memorable experiences, brands have become extensions of people’s lives, and ensured their customers’ loyalty.

Christina Lambrou is a senior project manager for Siegel+Gale’s London office.

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