Team GB’s core campaign for the Tokyo 2020 Olympic Games, This Is What Makes Us, was designed to be a celebration of everything that characterises the nation’s elite athletes — diversity, perseverance, dedication and sacrifice.
Understanding that its athlete’s successes are made possible with the help and support of friends, family, coaches, partners and fans, Team GB launched ‘Support Is What Makes Us’ — an initiative to bring fans and athletes together and to encourage the public to share their support for Team GB athletes.
The National Lottery, which provides year-round funding to elite athletes and ultimately supports them being able to make it to the Olympic Games, was a natural partner to present the Support Is What Makes Us campaign.
With fans unable to be present in Tokyo, Team GB and The National Lottery were looking for a way to enhance the athlete experience. A link was needed between the fans and athletes, so that they could feel the nation’s support behind them.
Recognising that a significant amount of UGC would be created over the Games period, Team GB was searching for a solution that could capture this content, inspire the public to create and share their messages of support, and showcase this to athletes 6,000 miles away in Tokyo.
A destination on the Team GB website was needed that would bring ‘Support Is What Makes Us’ to life, allowing fans to come together in their support of Team GB athletes during Tokyo 2020.
An Imprint was integrated into the Team GB website, with content updated twice daily during the Games period.
The Imprint brought together the best user-generated content (UGC) and fan support, both sourced from social media (Twitter, Instagram, Facebook and TikTok), and submitted directly to Amondo via the Submission Tile (see below).
Content featuring messaging and support from The National Lottery was also featured throughout the campaign period.
More than 2,500 UGC posts were displayed over the Games period.
The Fan Wall included Amondo’s Clickthrough Tile feature, enabling Team GB to harness fan engagement with the Imprint to drive further value through first-party data capture.
Clickthrough tiles were included to point users to download the official Team GB app — and to subscribe to the Team GB newsletter.
A second Imprint was embedded into a private microsite, made accessible only to Team GB athletes.
This Imprint brought together more than 100 messages of support from former Team GB Olympians, including Sir Chris Hoy, Rebecca Adlington OBE, Max Whitlock OBE and Sir Matthew Pinsent.
Team GB Olympians were able to submit messages of support and media through Amondo’s Submission Tile feature (see below), to be included in the Imprint and made available to Team GB’s Tokyo 2020 athletes.
Two of Amondo’s Submission Tiles were used to directly collect content and messages from the British public (Support is What Makes Us Fan Wall) and from former Team GB Olympians (Athlete to Athlete Messages).
The Submission Tile allows the direct submission of content from fans, who can upload content straight from their camera roll. The accompanying branded form can be modified to include any number of questions or permissions, supporting first-party data capture and communication consent efforts while collecting rights-cleared UGC.
Working with Team GB partner Ocean Outdoor, the Support Is What Makes Us Fan Wall content was displayed through out-of-home (OOH) media — using Amondo’s InScreen product — in retail locations across the country.
The InScreen design featured Team GB campaign messaging and a QR code linking to the Submission Tile — allowing for viewers to submit content.
Distribution using InScreen and through OOH worked to massively amplify the content beyond online, driving further engagement with the campaign.
Using Amondo, Team GB was able to simplify the vast amount of messages that go out during the Games period in a way that helped them to connect fans to both Team GB and its athletes.
The Fan Wall drove increased traffic to the Team GB website, while also creating another touchpoint for app downloads and newsletter signups.
For partner The National Lottery, Amondo served to increase awareness of the relationship between Team GB and The National Lottery — and engagement with the partnership.
If you would like more information about our project with Team GB and would like to discuss working together, drop us a line at firstname.lastname@example.org