THE BRIEF
In 2015, Ferrero's CSR initiative, Kinder+Sport (K+S) was a sponsor of the German Olympic Team for the Rio Olympics 2016. K+S is a large program in Germany, as it is the most important national basketball education program. However, Ferrero, as an FMCG brand primary known for its chocolates, still had problems cementing their position as an authentic partner and supporter of the Olympic team. This had to change with the Olympics.
In 2015, Ferrero's CSR initiative, Kinder+Sport (K+S) was a sponsor of the German Olympic Team for the Rio Olympics 2016. K+S is a large program in Germany, as it is the most important national basketball education program. However, Ferrero, as an FMCG brand primary known for its chocolates, still had problems cementing their position as an authentic partner and supporter of the Olympic team. This had to change with the Olympics.
THE APPROACH
We positioned K+S as an active enabler of children's dreams of becoming the kind of athletes a nation cheers on. Our communication depicted K+S as the bridge between the amateur enthusiasm of children, and the professional attitude of grown athletes.
THE EXECUTION
We activated the campaign within Germany and during the Olympics in Rio. Highlights included:
- We organized a series of training days throughout Germany with former Olympic athletes and medallists. The children who participated in these events also
- We utilized the "German House", the German Teams' media HQ in Rio, where we created our own "Kinder Reporter" studio, a place where kids got to interview athletes who were competing at the Olympics about their sport, and what it takes to get where they are. Children from Germany also got the chance to send their personal messages of supports to athletes through K+S.
- We organized TV interviews in German Morning Television (an effective way to reach the campaign target demographic of German Parents 35-55).
