Deloitte Olympics
Deloitte, one of Canada’s leading professional services firms, provides audit, tax, consulting, and financial advisory services. Deloitte LLP, an Ontario limited liability partnership, is the Canadian member firm of Deloitte Touche Tohmatsu Limited.
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.
Industry
— Professional services
— Consulting
Branding to
— Grow marketshare
— Be better understood
— Improve corporate reputation
— Gain share of wallet
— Articulate value
Services
— Advertising & promotion
— Digital marketing & content
The Situation
Deloitte Canada became the professional services sponsor for the 2010 Vancouver Olympics and Para Olympics. As a Tier 2 sponsor with limited media dollars, Deloitte was in danger of being overwhelmed by the bigger players such as RBC, Coca Cola and Bell that were spending upwards of $10M each in media alone. Yield Branding was asked to help implement the global “Green Dot” campaign for the Olympics with a mandate to make sure the campaign was seen and engaged with by their core audience of CEO’s, CFO’s, and CMO’s that run Canada’s top corporations.
Human catalyst
Olympic sport performance is seen as a metaphor for business achievement
Our Solution
Yield Branding quickly grasped the essence of the Green Dot campaign and worked within its creative boundaries to deliver the key attributes of performance, insight and relationship that Deloitte wanted to highlight. We used every aspect of the Olympic experience to convey internationalism, teamwork and high performance through the powerful graphics of the Green Dot creative framework. In all, we developed nearly 50 concepts that were short-listed down to the final ten advertisements that eventually ran in print, outdoor, in-stadium and digital marketing.
The Yield
Over time, the Green Dot campaign increased Deloitte’s brand saliency 14% in tracking study results and specific versions were used by Deloitte in 5 overseas markets. Deloitte had the highest ad recall of any Tier 2 VANOC sponsors and Deloitte Canada won a global Deloitte award for the best “green dot” advertising in the network.