Seven confirms details of Tokyo Olympics ad competition for creatives

Seven has officially launched its search for Australia’s best ad to celebrate one month to the start of the Tokyo 2020 Olympic games.

In its April Olympics launch event, Seven touted the forthcoming Olympics as ‘Australia’s biggest advertising event’, and announced a competition for creatives where viewers will vote for their favourite advertisement shown during the games.

Seven has now confirmed the details of the ‘Favourite Ad of the Games’ contest, revealing the winning ad to receive $1 million of free placement across Seven’s sports broadcasts including the AFL Grand Final, Bathurst 1000, the Ashes Test series and the Olympic Winter Games Beijing 2022.

Seven West Media chief revenue officer and director of Olympics, Kurt Burnette, said: “This creative contest will reward brands who get the nation pumped through big ideas and powerful messages that connect with audiences.

“With lots of pent-up excitement to tap into, now is the time for brands to go for gold and get their ads placed at the forefront of 2021’s largest sporting event and win free placement during the greatest live and cultural moments of 2021 and 2022 on Seven.

“Tokyo 2020 is the must-watch event of the year and gives brands an incredible opportunity to get in front of millions of engaged viewers as they cheer on Australia and the world’s best athletes.”

Favourite Ad of the Games is open to all advertisers who place and ad across Seven’s Tokyo 2020 Olympics coverage, with the winner to be decided by a public poll. The ad does not have to be locally produced, Burnette told Mumbrella in April.

Seven also revealed the winner of the contest will be decided by a public poll, with anyone who votes going in the draw to win a Qantas holiday package valued at $25,000

SWM’s Kurt Burnette

Burnette added: “With the eyes of the nation on Seven’s Olympic coverage, this will be a rare opportunity for brands to be seen on the most coveted stage in Australian advertising, be part of a national conversation and leverage the power of Seven’s record-breaking Olympic audience across broadcast and digital,” he said.

“The Favourite Ad of the Games competition is a call to arms for advertisers and agencies to think big and produce Superbowl-style ads that emotionally connect with audiences. There’s no better time for brands to engage and entertain viewers.”

Speaking with Mumbrella recently, Seven network digital sales director Nicole Bence revealed the feedback from clients has been very positive so far around the contest.

“It’s going to be really exciting, and the prize is awesome. I’ve been in meeting with clients who’ve been getting really excited about it.”


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