Sport Chek Shows #WhatItTakes to Win Olympics Mindshare

Our athletes may not be the only Canadians striking gold at the 2016 Rio Summer Olympics.

Sport Chek’s path to these Games began in 2013 when parent company Canadian Tire signed a huge eight-year partnership with the COC. The strategy for Canada’s iconic sporting goods retailer was further revealed during the 2014 Winter Games in Sochi as Sport Chek launched its #WhatItTakes campaign in partnership with creative agency Sid Lee.

Let’s take a look at how Sport Chek has evolved this concept as it takes centre stage at the Rio Games.

Real-Time Relevance

From the onset, a sponsorship with the Canadian Olympic Committee is obvious as a strong brand fit for Sport Chek. But it’s par for the course for sports manufacturers & retailers to employ athletes and teams in promoting their brands.

Sport Chek took things to the next level, taking notes from the real-time marketing playbook popularized by Oreo. Drawing the attention of Adweek, Sport Chek has set up a ‘war room’ with its content team, agency partners from TBWA\Chiat\Day and an editor from CBC.

This real-time approach allows Sport Chek to incorporate recent footage of Canada’s athletes from Rio competition, serving viewers with the utility of actual highlights and news instead of generic B-roll footage.

Inspiring Message

While Canada is known as a legitimate force in the Winter Games, our country’s relationship with the Summer Olympics has been more about ups and downs. Sport Chek & TBWA embraced this insight to craft a refreshing spot that celebrates Canada’s role as an underdog nation whose setbacks only make us better.

The drama that unfolds in this manifesto undoubtedly feels inspiring for its viewers, a quality that has been shown to be especially effective for millennial males by Unruly, a digital marketing firm specializing in emotional intelligence. As explained in another Olympics article from Adweek, “inspiration is one of the top emotions. If that is present at all in an ad, they tend to experience it”.

Right Platforms

#WhatItTakes shows up in the right places to get noticed by modern viewers. As the Olympics viewing experience gets more mobile (with free streaming available on all devices), Sport Chek focused nearly 80 percent of its Rio 2016 spend on digital media, over 60 percent of which is dedicated to mobile.

Furthermore, the campaign has fully embraced social media, weaving the #WhatItTakes hashtag into its content across all Sport Chek’s social channels and posting frequent updates from the Games as it happens. Canadian Olympic athlete profiles, similar in style to Sport Chek’s previous #MyNorth campaign, incorporated the campaign’s integrated message and showed how personal challenges have made them better.

As the Rio Olympics continue, look for Sport Chek to capture Canada’s biggest moments and emerge as one of the brands that best associates itself with these 2016 Summer Games. And when it comes time for the annual marketing awards season, don’t be surprised if you see Sport Chek on the podium.

What’s the most memorable ad campaign you’ve seen in the 2016 Rio Summer Olympics? How about your all-time best Olympics spot? Share your thoughts in the comments below.

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