As Official Technology Partner of Special Olympics International, our client Microsoft sought to create a global marketing campaign around the 2017 Special Olympics World Winter Games in Austria. Advantage developed the #WeAreMore campaign to showcase that dedication to sport is only part of the story for Special Olympics athletes.
Driven by powerful photography and video, the campaign featured three Special Olympics athletes representing diversity across region (USA, Nigeria, Germany), sport (ski, floor hockey, snowshoe) and passion (theater, art, woodwork). During two day video shoots in Seattle, Lagos and Munich, athletes collaborated with an influencer, teaching one another across sport and passion. Overall Advantage produced 12 videos, 100+ pieces of social media creative, print ads and dozens of other creative assets for Microsoft owned channels (OOH, .com, etc.) to tell the #WeAreMore story. A custom microsite, designed and coded by Advantage, served as the call to action for social, paid media, local subsidiary campaigns, influencer activations and video content.
During the Games in Austria, the campaign messaging came together in experiential activations in two cities. Special Olympics athletes, their families, coaches and fans infused the spaces with energy as they competed against one another in Just Dance on Xbox, acted out silly poses in a GIF photo experience and showed their creative side while drawing on Microsoft Surfaces. Social influencers Jack Mitrani and Hannah Teter also joined in Austria, pairing with Special Olympics athletes to further create #WeAreMore content and drive the campaign messaging to their social audiences.
The campaign was amplified on a global scale as 29 Microsoft subsidiaries each partnered with a local Special Olympics athlete competing at the Games and produced localized #WeAreMore content. A campaign toolkit was provided to each participating market, creating cohesive messaging and design globally.
Overall the campaign proved extremely successful generating 145 million impressions across social, digital and OOH with 22.6 million total video views and 10 thousand experiential engagements, while engaging consumers from 213 countries.