Striking Gold - System1 Group

Unlocking the secrets to effective Olympic advertising

With Olympic advertising reaching a wider and more diverse audience than general sports advertising, brands across a vast range of categories are pushing the boundaries of creativity to bank on this unique opportunity. But what makes a gold-medal worthy creative? How can advertisers set themselves apart from the crowd within such a competitive landscape?

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Research from System1 and FUSE has uncovered key insights into the unique dynamics of Olympic advertising, a unique occasion that stands apart from general sports advertising. Olympics advertising is a high-stakes, globally significant category that captures emotion across a wide and diverse audience, transcending borders and appealing to a global community with varying interests and values. Our work with FUSE has revealed 7 insights as to how brands can effectively tap into this opportunity, leveraging the universal appeal of the Olympics to drive long- and short-term results.