I Am Team GB 2016: Multi-Award Winning Olympic Campaign

Client: ITV Stakeholders: Rufus Radcliffe, Group Marketing Director, ITV & Mike Barrett, Group Sales Controller, ITV Wider Team: ITV, The National Lottery (TNL), the British Olympic Association (BOA) and UK Sport joined forces to create a small task force. We were four very different organisations with one shared interest - to utilise the power of the Olympics to tackle Britain’s inactivity. Role: Project Manager (Hope Cove event)

Description:
Britain has a problem. Despite being an Olympic obsessed nation, 50% of us fail to meet medical guidelines on physical activity. Sedentary lifestyles are literally killing us.
Ahead of Rio 2016, ITV and The National Lottery partnered with the British Olympic Association and UK Sport to inspire a nation of spectators to get up, get out and get active.
We had a vision. A day when you don't have to be an Olympic athlete to be part of Team GB. A day when the nation could come together in celebration of our Olympic heroes and say... I AM TEAM GB!
Objectives:
  • Deliver the UK’s largest ever mass participation sports event on Saturday 27th August. Target: 300,000 people.
  • Produce 14 flagship events across the length and breadth of the UK. Target: 14,000 attendees.
  • Inspire people who wouldn’t normally partake in sport to get up, get out and get active.
  • Ensure all of the thousands of ‘I Am Team GB’ events are FREE and fully accessible. Target: 2,000 local events.
  • Strengthen the link between Team GB and athletes funded by The National Lottery.
  • Help local sports clubs boost memberships and drive community engagement.
  • Celebrate Team GB’s homecoming Olympic heroes.

Considerations:
  • We needed to ensure each event was fully inclusive and accessible for all. We set up a task force to specifically engage with disability sports clubs.
  • We wanted to engage with grassroots clubs and support local communities in delivering a wide range of sporting activities.
  • In an effort to alleviate any barriers to entry, it was agreed that every ‘I Am Team GB’ event should be completely FREE.
  • To ensure the legacy of ‘I Am Team GB’ lived on in people’s hearts and minds, we committed to donating much needed sporting equipment to local grassroots clubs.

Scope of Work:
We worked to deliver high quality, high volume branded collateral across multiple locations plus x14 flagship events. We produced core consistent branding across each flagship event as well as bespoke sports equipment for venues and legacy items gifted to clubs.
We also worked with OOH and POS ad planners, web design agencies, social media channels, ITV’s commercial, marketing and commissioning teams to weave ‘I Am Team GB’ promotional communications and event messaging into a full 360° campaign.
Experience:
  • A TV campaign launched ‘I Am Team GB’ to the nation, driving participants to a bespoke built website and enabling sign-up for local events via a postcode search.
  • We wanted every ‘I Am Team GB’ participant to have a like-for-like experience, so we created over 2,500 branded kit packs that were distributed to local sports clubs as well as delivering each flagship event according to the same ‘look and feel’. If you were sailing on Ullswater Lake or playing table tennis on the Coronation Street cobbles, every participant would experience the same immersion in ‘I Am Team GB’.
  • Taking inspiration from London 2012’s Gamesmakers, we recruited volunteers to assist onsite at each event - facilitating fun and bolstering the feelgood atmosphere.
  • A huge talent management programme ensured Olympic athletes and on-screen ITV talent made appearances at events. Gold medallists including Alistair Brownlee, Elinor Barker and Max Whitlock joined ITV stars to meet and greet participants and try out new sports.
Results:
Four unique partners - ITV, The National Lottery, the British Olympic Association and UK Sport - joined forces to make a tangible difference and promote sport in local communities. We got the the world talking and created ‘never been done before’ moments…
  • Almost 1 million (972,000) people participated in ‘I Am Team GB’ (Original target: 300,000).
  • 2,624 local sports clubs took part in ‘I Am Team GB’.
  • 14 flagship events attracted 48,089 participants (Original target 14,000).
  • #IAmTeamGB was used 152,000 times equating to a value of £750k.
  • 2,263 articles about the campaign featured on TV, online and press: Reach = 108m and Advertising Value Equivalent of £17m (CONFIDENTIAL).
  • #IAmTeamGB trended no.1 (UK).
  • #IAmTeamGB trended in the Top 10 (Worldwide).
  • ITV switched off all seven of its channels simultaneously for one hour to promote the campaign.
  • Awareness of Team GB lottery-funding increased by 38%.
  • TNL generated 6x more Twitter coverage than any other Team GB partner.
  • TNL sales were up 5% for three months after the campaign. This equated to an additional £49m, of which £12.5m was for good causes (CONFIDENTIAL).
  • 7% increase in positive social media conversations about ITV.
  • ITV brand warmth increased 14%.

Stakeholder Feedback:
“A huge thank you to the events team and wider team at ITV. I’ve been working with Team GB for 5 years now and I can absolutely say that this was one of the most fun, successful and enjoyable events that we have ever done. Feels like we did something incredibly special last Saturday.”
Leah Davies, Head of Marketing, British Olympic Association
“A massive well done and thank you from all of us for a gargantuan job brilliantly done despite numerous hurdles to overcome.”
Arabella Gilchrist, Head of Brand - The National Lottery, Camelot
“I just wanted to find a moment to email you and pass on my sincere gratitude at the hard work and incredible talent displayed by you and the broader events team over the last few months and not least at the weekend. It was a triumph and that had a huge amount to do with the relationships cultivated at each venue and the quality of experience that you helped to deliver. I know the thousands of hours that have been ploughed into this by you and your team and it was a privilege to witness it all play out as it did. I hope you feel an immense sense of pride in creating something that made the UK a little better and a little brighter on Saturday.”
Adam Chataway, Marketing Manager, Good Causes- The National Lottery, Camelot
“What you and the team have achieved in such a relatively short space of time is amazing, the events looked amazing and as always you delivered everything we could have asked. This would not have been at all possible without the teams dedication, enthusiasm and quite remarkable skills of organisation, pulling a rabbit out of a hat is something you guys seems to do for fun! I do however know that this is mostly down to an enormous amount of hard work, for which we are hugely grateful. ITV is lucky to have such a great events team!”
Mike Barrett, Group Sales Controller, ITV
“Just wanted to say a massive well done on yesterday. The response from the public looks to be absolutely amazing. You did an amazing job. I hope you are feeling proud.”
Rufus Radcliffe, Group Marketing Director, ITV
“I had to write to tell you that, as a result of I AM TEAM GB, we've secured 6 new players for the Ladies Senior team and 14 new players for the 12-16 yr old teams. Around 18 Ladies are attending the club purely for the fitness training! Without new members and youth coming through our doors the club would fail to exist. This event will have an ongoing impact on recruitment ensuring we will still have Senior and Youth teams in the future. We also have people joining the club as non-playing members thus ensuring the social side of the club grows, this can also be an attraction to people to take up the sport of Rugby. We as a club are honoured and proud to have been part of I AM TEAM GB. It was simply OUTSTANDING!”
Ron Higgins, Coach, Carrickfergus Rugby Club, Belfast, Northern Ireland
“Thanks so much for this opportunity. I think we can safely say we all had a fantastic time and it was great to see from our perspective so many newcomers to the sport trying ‘triathlon’ for the first time. Thanks to all your team and of course the team at Emmerdale for making it such a success. When can we come back?”
Tom Goldspink, Media Officer, British Triathlon (Speaking of the Emmerdale event)
“Saturday was a resounding success. Well done everyone in delivering a really strong event. We had over 1,000 through the door! Here’s a remarkable stat for you; we had a lap the track activity running, with the plan being to have people continuously running, walking and toddling laps of our track. By the end of the day 560 laps had been completed, a distance of over 140 miles. Incredible!”
Gareth Cowen, Marketing & Communications Manager, Gateshead Council (speaking of the Gateshead Stadium event)
“I attended 3 I AM TEAM GB badminton events locally on Saturday 27th August and each was packed with new faces and even one woman who had undergone an I AM TEAM GB challenge around the M1 - Archery in Warwick, Table Tennis in Coventry and finally with us at the National Badminton Centre in Milton Keynes. We are already seeing an increase in the number of visits to our club and a 274% increase in ‘searches’ on court finder. Amazing!”
Andrew Mitchell, Marketing Manager, Badminton England
“A massive thank you for all your support in the build-up to Saturday’s event! We are so pleased with how the event went and the numbers that attended. It had a very special feel to the day and allowed families to get involved in activities they may never have had the chance to experience. Let’s do it all again!”
Jonathan Hunt, Development Manager, Sports & Arts Team, Coventry City Council (Speaking of the Ricoh Arena event)
“I just wanted to make sure you saw the table donation article on our website. It has been great working with you and I thoroughly enjoyed the event. It was fantastic! https://tabletennisengland.co.uk/news/featured-news/community-groups-are-streets-ahead-after-table-donation/. As you can see, the tables have be put to good use!”
Andrea Holt, Development Officer: North, Table Tennis England (Speaking of the Coronation Street event)

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Event Project Manager