Team SG picks creative agencies for Paris 2024 Olympic and Paralympic Games

Team Singapore has picked MullenLowe and GOODSTUPH to handle its creative campaign at the Paris 2024 Olympic and Paralympic Games with Mullenlowe and GOODSTUPH collaborating on the social media remit of the scope.

MullenLowe will spearhead the overall campaign initiative, aiming to unite the nation behind Team Singapore with compelling narratives and visuals.

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GOODSTUPH on the other hand will channel the vibrant energy and enthusiasm of the Gen Z audience on TikTok, creating captivating content that not only engages but also mobilises this dynamic demographic to passionately support our athletes, said Eugenia Tan, managing director of GOODSTUPH.

"The nation can look forward to a dynamic blend of storytelling that captures the essence of Team Singapore’s journey," added Tan.

"From heartwarming stories to electrifying moments, our campaign will bring the Olympic and Paralympic spirit directly to their screens through authentic and entertaining films, key visuals and content, fostering a deep sense of pride and support for our Team Singapore athletes," she said. 

She explained that work is already underway, and audiences can expect to see efforts coming to life throughout July and all the way to the end of the games. 

The tender is specifically for the duration of the Paris 2024 Olympic and Paralympic Games, ensuring a focused and impactful campaign during this thrilling period, Tan added. 

The Paris 2024 Olympic Games will take place from 26 July to 11 August in France while the Paralympics will take place from 28 August to 8 September. 

Interest in these games is currently running high. A poll of US online adults in Forrester’s market research online community showed that 41% plan to follow the Olympics very or fairly closely, a shade above the 38% who say they follow other sporting events with equal interest, according to Dipanjan Chatterjee, VP, principal analyst at Forrester.

"Unlike a Super Bowl-style hyper event, engagement during the Olympics will be spread over many days, with repeated opportunities for protracted engagement through multiple platforms. Rather than thinking of the event as one massive injection of reach and awareness, it is better to use the occasion to build deeper relationships with multiple forms of engagement," said Chatterjee.

He added that as companies look to deemphasise "intrusive", "interruptive" advertising and prefer experiences and associations that show them in a positive light, sports become a vital channel for marketing to drive its growth strategy.

Photo courtesy of Singapore National Olympic Council

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