Nike seized the unique opportunity of the 2024 Olympics and Paralympics to inspire people in Chicago with timely and contextual ads. Capitalizing on the friendly competition, Nike focused on attention grabbing elements like use of famous athletes and tongue-in-check copy to create a vibrant campaign that exuded confidence.
Ahead of the Olympic Opening Ceremonies and in between gold medal wins, Nike rotated an elaborate series of 12 creatives with generic Olympic and Paralympic themed content that exemplified Nike’s spirit of empowering athletes worldwide.
On Your Marks, Get Set, Post
The reactive component of this campaign comprised of a variety of creatives that would only go live if the athlete on the creative won a gold medal or broke a record. In swift response to game updates, creatives were displayed and updated 24 hours a day, 7 days a week for over 2 months.
This created a level of unparalleled context that further aligned Nike’s brand with the prestige of the Olympic and Paralympic Games. In total, 20+ reactive creatives went live each with a unique message that aimed to inspire audiences of all backgrounds.
With 100% share of voice on 20 Digital City Information Panels (CIPs), Nike guaranteed strong visibility in Chicago’s Loop and the bustling Magnificent Mile® including beside Nike’s store.