Challenge
Make equestrian sports one of the most talked about and engaged-with sports during the Paris 2024 Olympic & Paralympic Games, beating the results from the Tokyo 2020 Olympic & Paralympic Games, leveraging the reach of the Olympic Games to strengthen the brand of equestrian sports and create future demand worldwide.
The Work
We created the campaign “A Bond Like No Other” that highlighted the unique bond between horse and rider. A message that resonated with animal lovers, which is a huge audience segment, as well capture interest from Olympic sports fans interested to learn more about equestrian sport.
The digital and social media-led initiative, supported by a TV launch film, was divided into two phases: the pre-Games phase emphasized the unbreakable bond between horse and rider, while the Games-time phase showcased equestrian sport as “A Sport Like No Other.” Redtorch provided ideation, strategy, creative production, social media management, and paid media support, with a team on-site in Paris to capture real-time content.
Impact
The Paris campaign smashed Tokyo campaign numbers with 733m impressions (+32% vs Tokyo 2020), 360m video views (+543% vs Tokyo 2020), 12.4m engagements (+71% vs Tokyo 2020) and 334k follower growth (+33% vs Tokyo 2020) having a significant positive impact on growing future demand for equestrian sports worldwide.
