Deep Human Understanding

IOC

Lifting the lid on the public’s relationship with ‘the greatest show on earth’

How could the IOC get beyond the same old platitudes they kept hearing about the Olympic Games...

...And unlock rich insights to increase audience connection and engagement

The Approach

The Big Picture partnered with the IOC to shine a light on people’s real feelings about the Olympic Games and identify opportunities to bring people closer to the event.

Spanning 10 cities across the globe, our bespoke approach addressed the objectives from multiple angles, understanding the public and professionals in the sports space, to unlock strategic insights.

In-person groups, spanning youth to post family, utilised creative and gamified techniques to unlock rich insights; Sense It, our brand experience toolkit, provided people with multi sensorial stimulus to articulate how they felt about the Olympic Games
Expert interviews with sports coaches and psychologists uncovered the inside view on what the Games mean to those involved and around the event
Social experts provided vital cultural context to explore potential opportunities and barriers on a macro, societal level

The Impact

An integrated narrative, woven together with a large scale quant study, gave the IOC the scale and strategy to inform their global engagement strategies
One global story enabled clear direction, coupled market-specific reports to help create specific tactics and activities and tactics
Ongoing partnership ‘beyond the debrief’ to aid stakeholder engagement and landing the messaging

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IOC