Rio 2016 – Big win, disappointing activations

I waited a while to write this post because I thought it was worth waiting to see what the companies had prepared or were preparing to celebrate the victory of Rio de Janeiro to host the 2016 Olympics.

But I must confess I am (very) disappointed. One hell of an opportunity for the partners of the Brazilian Olympic Committee (BOC), of the candidacy itself, and why not, the 2007 Pan American Games to boost brand image and sales.

However, nothing innovative or impacting has been seen. Olympikus, BOC partner since 1999, made an interesting promotion with opinion leaders, but with little effect, perhaps betting on a viralization that did not happen. Minutes after the announcement, the company sent these people a kit (image below) with products, a video and a certificate, dated the day before the announcement, confirming that the company "knew" that the victory would go to Rio.

The other partners (or not) of the events/institutions mentioned above limited themselves to common advertisements... Too little for such a win and much less when compared to the amazing video (below), created by Fernando Meirelles’ O2, and presented at the International Olympic Committee.

Without a doubt, the most creative manifestation in relation to the Brazilian victory was the “Yes, we créu”, which came near the top of the Twitter Trending Topics, of unknown/popular creation.