Member Article

Panasonic launches Olympic campaign, Superfans, with Team GB

At London 2012, fans from across the UK came together to cheer for Team GB, and they clinched one gold medal after another. The ‘12th man effect’ is felt across various sports, where support of the crowd spurs athletes on to victory. Panasonic’s new, integrated campaign Superfans is all about inspiring fans to show their support and help motivate Team GB athletes to outdo their 2012 performance.

To coincide with 99 days to go to Rio 2016, Panasonic and Team GB launched this campaign encouraging fans to share their support for Team GB athletes participating in Rio 2016 on social media, including #superfans, to keep up the momentum from London 2012 since they don’t have the ‘home advantage’ anymore. The Superfans campaign is the first major social campaign for Panasonic and it involves crowdsourcing great visual content, focusing on videos, to show Team GB their fans are supporting them.

Head of Brand Communications at Panasonic UK, Gaele Lalahy, has said: “London 2012 was really the first social media Olympic and Paralympic Games, and the digital world has advanced so much since then. Panasonic is embracing this opportunity to connect Team GB fans and celebrate everything about the Games, both on and offline. The Olympics unites people around the world like no other sporting event can, and we are excited about capturing the Olympic spirit and championing Britain’s Olympic fandom through this campaign.”

The Olympic Charter defines Olympism as seeking to create a way of life based on the joy of effort, the educational value of good example, and respect for universal fundamental ethical principles. Panasonic was founded upon the principle ‘A Better Life. A Better World’, so it’s a natural fit for the two organisations.

Panasonic is a long-term official partner of the British Olympic Association, and Olympic gold medallist, Amy Williams MBE, is the Superfans ambassador for Panasonic’s campaign. “London 2012 was undoubtedly an Olympic Games to remember, with incredible sporting achievements backed by amazing fan support across the UK, so the pressure is on to maintain that support for Rio 2016,” said Williams. “I’m so proud of being the Superfans ambassador for Panasonic’s campaign, because fan support really does make a difference for athletes.” Amy won the Women’s Skeleton event in the Vancouver 2010 Olympic Games, which was the only medal for Team GB that year.

Andrew Denham, Managing Director of Panasonic UK, comments: “Alongside the BOA, Panasonic is encouraging people to give Team GB the extra motivation it needs for an away Games by sharing their fandom via our Superfans campaign. It is a great opportunity for us to share our passion for the Olympics as a company and to connect with consumers on an emotional level. This is why Panasonic’s heritage as a global Olympic partner is so important to me – it adds some real spark and colour to the brand.”

Panasonic has been an Official Worldwide Olympic Partner in the Audio Video Equipment Category for more than 25 years, providing technology and video expertise including large screen displays, projectors, and audio and broadcast equipment for Olympic event venues. As such, Panasonic technology is integral to bringing the Games to audiences around the world.

Superfans launches with 99 days to go to the Rio 2016 Opening Ceremony on the 5th August. Both Panasonic and Team GB are celebrating fun, visual displays of fan support and passion for the Olympics throughout this period, with the tagline ‘Can you hear us in Rio?’. “Studies show that home support boosts performance, but Superfans is all about giving Team GB that support despite it being an away Games. It will mean so much for the athletes in Team GB to know they have Superfans cheering them on and really rooting for them back in Britain when they are competing far away from home, as I was in Vancouver,” said Williams.

Bill Sweeney, CEO of the British Olympic Association said: “Four years ago we saw what an incredible impact the support of the nation can offer our athletes. Rio 2016 is undoubtedly set to be a memorable Games and we want to recreate that atmosphere from London 2012 to help inspire our athletes to deliver their greatest performances in Rio. Through our partnership with Panasonic, we are encouraging the nation to get behind Team GB and be our superfans once again.”

This was posted in Bdaily's Members' News section by Andrew Denham .