HP and Toyota led Tokyo Olympics’ most successful advertising campaigns, according to market research agency analysis Luma Research.

Luma tested 12 of the key campaigns and found that the ads that won in games did so by:

  • Showing empathy
  • Be relatable
  • Stand out
  • Build positive brand feelings
  • Make the brand the star

“After a false start and many lingering obstacles, the Tokyo 2020 Olympics were remarkable,” said Sally Joubert, CEO of Luma.

“There have been many ‘firsts’ to these games,” she says. “It made them memorable and didn’t stop sponsors and advertisers from getting involved with a chance to connect with a captive audience (with many states locked out).

“Australian ad spending for the Tokyo Games exceeded that of the Rio 2016 Summer Olympics – and for the most part, it was money well spent.

“As the dust settles on the Olympic Closing Ceremony, we are already seeing that there have been a number of successful brand stories and compelling campaigns.

“Our analysis of 12 of the key campaigns found that HP and Toyota are the gold medalists.

“HP used the Olympics to communicate its goal of becoming” the world’s most sustainable and fairest technology company. “

“The announcement, Parallel lives, was the most effective of all the ads we tested, addressing the threat of climate change. This shows how HP is using “ocean bound plastic” in its product portfolio. “

Joubert says it’s a message that resonates strongly at the moment.

Almost 80% said they felt more positive about brands that take a stance on the environment and sustainability. After having watched Parallel lives nearly 90% agreed that HP is leading the way in protecting the environment.

The other most successful ad at the Olympics this year was Toyota’s Breaking point.

The ad recounted how the Toyota product team worked with Paralympian Ryley Batt to redesign his wheelchair.

The highly original commercial grabbed attention and viewers were enthralled with Ryley’s performance.


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