In the build up to the 2016 Olympic Games in Rio de Janeiro, Fresh Cut was approached by b-focused, a smart working, fast thinking sports marketing and project management agency, to pitch for the video production elements of their #Superfans campaign.
Panasonic, working in partnership with Team GB, wanted to capture the imagination of Team GB’s most enthusiastic fans and encourage them to submit their user-generated content to show the world just why they are Team GB’s biggest fans.
Working in partnership with Tanjun Media, we put together a creative concept for the video elements of the campaign, including a Launch video for social media featuring Olympic Skeleton Champions, Amy Williams.
The key to the success of the #Superfans campaign was an in-depth understanding of the target audience and how to reach out to it. Athletics is a sport followed by a broad demographic, but we needed to tailor the video content we created to the fans who would be most likely to view it and engage with it on the web.
We found that the online discussion around athletics is very much a family affair, and we created a light-hearted, social-media-friendly launch video that would be sure to entertain and inspire viewers with ideas of how they can show the world they’re Team GB’s biggest fan.
This is an on-going campaign that we will be filming additional pieces for over the coming months. The Launch video has been very warmly received, with over 85,000 views and nearly 800 likes on Facebook.