Nearly 35 million pairs of eyes are on the capital of France this year, and it's not just for the Eiffel Tower. The Olympic 2024 Summer Games in Paris continue to break records, whether through historic athletic world records or an all-time high viewership, and brands and marketers are taking note. [1]
With a soaring 79% viewership and a more captivated audience since the 2021 Tokyo Olympics, the Olympics serves as a prime opportunity for brands to boost their visibility and connect with audiences on a larger and global scale.
But with fierce competition from major brands already trying to capitalize on this momentous event, how can you stand out? This is where FOOH (fake out-of-home) ads become a game-changing tool for advertising during the Olympics.
In this article, we'll explore the top reasons why FOOH ads in the Olympics are a must for brands looking to make a statement and leave an impact on their target audience. And why FOOH ads are something you should keep in your marketing arsenal for future sporting events, such as the upcoming Rugby Championships, Tour de France Femmes, and Paralympic Games.
Fake Out of Home ads, also known as FOOH ads, mixed reality videos, or mixed reality ads are short-form videos that combine videos of actual locations in the world with CG-elements to create a hyperrealistic ad viewing experience that often blurs the line between reality and fantasy. You'll see these ads on Instagram, TikTok, Meta, and other social media platforms, often raking in millions of views, comments, and shares.
Common comments under these videos are in the vein of "Is this real?" or "Is this an installation in (somewhere)?", clearly demonstrating that this type of advertising provides a new and innovative way for brands to reach their consumers and interact with them.
Want to know more about Fake Out of Home Ads? Read our 2024 guide here: Fake Out Of Home Advertising: The Ultimate 2024 Guide.
So why stop there? With a momentous event like the Olympic Games happening once every four years, FOOH ads in the Olympics provide a unique opportunity for brands to leave a truly unforgettable and organic impression on a large-scale audience, which can then convert into increased brand awareness, engagement, and ultimately, sales, and here's why:
With a viewership at an all-time high and the Olympics being a highly anticipated and followed global event, there's no denying that this is a prime opportunity for brands to increase their visibility. The Olympics isn't just a huge event that attracts viewers interested in sports, but people who also carry a sense of national pride and connection to their home country's athletes.
Through FOOH ads, brands can tap into this emotional connection and create videos that can quickly resonate with viewers (e.g. showing athletes using their products or congratulating winning teams). Contextualizing your brand and its products in these FOOH ads in the Olympics not only helps to increase the reach and engagement of your ad but also creates a positive association with your brand in the minds of consumers.
The hashtag #Paris2024 has over 1 billion impressions on just X alone. The hashtag on Instagram has over 1 million posts, demonstrating the sheer volume of content and ads competing for attention during the Olympics. With so many brands trying to capitalize on the Olympics, it can be challenging to stand out and make a lasting impact.
Because FOOH ads are still a relatively new form of advertising, FOOH ads in the Olympics help brands stand out and provide a unique opportunity to showcase their creativity, innovation, and brand identity in a way that traditional ads cannot. This can resonate with consumers constantly bombarded with generic ads and content, making them more likely to stop and engage with your ad.
With #Paris2024 being a globally watched event, FOOH ads in the Olympics provide an excellent opportunity for brands to expand their reach beyond their local or even national audience. By featuring iconic locations in Paris or highlighting athletes from different countries, brands can connect with diverse audiences globally through these videos.
FOOH ads provide a universal appeal that can transcend cultural and language barriers, making them an effective tool for brands to reach new markets and increase their global presence. This can also increase brand recognition and trust, ultimately contributing to the brand's growth and success.
A huge factor contributing to the success of FOOH ads in recent years is the use of Computer-Generated (CG) technology, which has tremendously improved and evolved along with the growth of AR, advancement of AI and machine learning, and increased accessibility of GPU power. This has allowed brands to create more realistic and seamless FOOH ads that wow their audiences and provide a more immersive viewing experience.
Here are six benefits of using CG ads in the Olympics for your brand's marketing campaign:
Through CG ads, FOOH ads can take viewers on an exciting journey and tell a story in a entirely unique way that traditional ads cannot. Think of Marvel movies, where visual effects play a significant role in creating a world that feels real and draws viewers into the story.
Similarly, CGI & VFX allow brands to create realistic settings and scenarios that add depth and emotion to their ads, resulting in impactful and memorable FOOH ads that stay with their viewers. This can be especially effective in creating a connection with consumers during the Olympics, where emotions are already heightened.
While traditional ads require a large budget, especially during major events like this, CG ads can be created with comparatively minimal resources and at a fraction of the cost. This makes them an attractive option for brands looking to make a statement without breaking their budget and still getting a big reach.
Additionally, since FOOH ads are shared on social media platforms, they have the potential to go viral, providing even more value for your marketing dollars. This is especially beneficial for campaigns with a limited budget, as it allows them to reach a wider audience and increase their ROI.
Learn more about how FOOH ads can benefit your brand as a whole here: Why Choose Fake Out Of Home? Here Are 5 Important Benefits
With a huge and diverse audience tuning in to watch the Olympics, it can be challenging for brands to reach their target demographics effectively. However, with CG ads, brands have the ability to tailor their visuals and messaging to specific demographic groups.
For example, a sports brand can use FOOH ads featuring athletes from different countries to target fans of specific teams or sports. This allows for more precise targeting and the potential to convert leads into loyal customers.
FOOH advertising also offers brands more freedom and flexibility in creating their desired ad. Don't want the initial idea to be the final product? No problem - CG ads can be much faster to modify and edit than traditional ads, saving time and resources.
This makes it easier for brands to showcase their product or brand message exactly how they envision it without any limitations. If you can imagine it, you can create it through Mixed Reality & CGI ads.
Unlike traditional ads that have a limited shelf life, FOOH ads have the potential for long-term impact and reuse. As they are digitally created, brands can easily update or modify their FOOH ad to keep up with changing trends or updates in their brand messaging.
Additionally, since FOOH ads are often shared on social media platforms, they can continue to reach new audiences months or even years after the initial release. This makes it a valuable investment for brands looking to create a lasting impression and maximize the use of their advertising dollars.
With traditional ads, it can take months to create or set up a location, film the ad, and complete post-production processes. However, FOOH ads can be created within a shorter turnaround time because only a small filming crew of, at most, three people is needed.
This makes it easier to get permits and offers flexibility in production and coordination — and postproduction will start earlier and can be done faster, making it a valuable tool for brands looking to capitalize on timely events like the Olympics. The turnaround time can vary depending on the team you’re working with — at Rendersnek, 4-6 weeks is an average turnaround time once the base video footage is done.
Interested in seeing how some popular brands have utilized FOOH ads during the Olympics? Here are four fantastic examples that showcase the benefits mentioned above:
In celebration of Brazil's participation in the Paris 2024 Olympics, Globoplay launched a spirited FOOH ad that perfectly captures the energy and pride of the nation. The video starts witg a helicopter flying over Rio de Janeiro, carrying a gigantic gold medal. As the helicopter approaches the iconic Christ the Redeemer statue, it carefully places the medal around the statue's neck, symbolizing Brazil's hope for Olympic glory.
The message is clear: every Brazilian will shine in Paris. With a catchy tagline, the ad encourages viewers to tune in and watch 100% of the Olympic Games through Globoplay and Sportv.
In the lead-up to the Paris 2024 Olympics, the official mascot, Phryge, stars in a fun FOOH ad that captures the spirit of the Games. The video kicks off with Phryge skateboarding towards the Arc de Triomphe, where they leap over a giant croissant before cruising through the iconic monument. The mascot then pulls off an impressive jump, spinning in mid-air before diving into a pool.
As Phryge swims, they grab a miniature Eiffel Tower and emerge triumphantly from the water, with a sequence loop ending the video. This ad is a great example of how FOOH ads can leverage cultural icons and vibrant storytelling to create memorable brand moments that resonate with global audiences, especially in the excitement surrounding the Olympics.
In this Adopt Parfums FOOH ad, two giant perfume bottles, styled like boats, glide along the Seine River with the Eiffel Tower in the background. The bottles smoothly pass under a bridge, making their way toward the famous Parisian landmark.
The ad is simple yet effective, perfectly encapsulating the excitement of the upcoming Games while showcasing Adopt Parfums' connection to the heart of Paris.
In this FOOH ad by ACCOR's Novotel Hotels, a huge Olympic model effortlessly pole vaults over a gigantic building. As the model soars over the hotel, a part of the building opens up to reveal a bed, which serves as the landing platform for the Olympian.
This ad is another perfect example of how FOOH ads can cleverly incorporate branding and storytelling to create a memorable ad using a historic event like the Olympics. A French hotel chain, ACCOR cleverly showcases its support for the Games while highlighting its comfortable accommodations in an eye-catching way.
The Olympics 2024 is undoubtedly a major platform for brands to amplify their visibility and engage with consumers through a new and unique form of advertising, and FOOH ads present a clear-cut answer to multiple long-standing challenges in traditional advertising. Whether it is cost-effectiveness, precise targeting of demographics, flexibility in ad creation, or long-term impact, the use of CGI Ads, Mixed Reality Videos, FOOH Ads, or however you want to call them,y has completely revolutionized the way brands can promote themselves and connect with consumers during major events like the Olympics.
With multiple advantages and fantastic examples to back it up, FOOH ads are a game-changer in the world of marketing and advertising, and we can only wait with bated breath to see how brands can continue using this new form of advertising not just for future Olympic events but also for other major occasions and campaigns. So, only if you're willing to stand out in the already-crowded ads heap of the Olympics, embrace FOOH ads, and don't miss the opportunity to utilize this cutting-edge technology and make a lasting impact on your target audience during a remarkable event like the Olympics.
