Marketing Report London 2012 - International Olympic Committee

Chapter Four / SPONSORSHIP 83
Additionally, P&G produced a series of short films titled, ‘Raising an Olympian’. Shot in documentary
style, the inspirational ‘Raising an Olympian’ videos depicted the journey of becoming a world-class
athlete, as seen through the eyes of the athlete’s mother. P&G created more than 60 ‘Raising an
Olympian’ videos, shared out via a variety of digital hubs and networks.
With more than 600 million views around the world, videos produced by P&G and its brands brought
the ‘Thank You, Mum’ campaign to life in every country.
P&G Family Home and P&G Salon at the Wella Studio
Throughout the London 2012 Olympic Games, mothers and families of Olympians were invited to
the P&G Family Home in London. This ‘home away from home’ was designed to serve mothers and
families of Olympians from all corners of the globe, offering them a place to relax, unwind and spend
time together as their children competed. P&G and its brands provided services, such as a Tide ® /
Ariel ® laundry station, a Pampers ® Playground, and salon services featuring P&G beauty brands.
In addition, mothers and families were treated to complimentary meals and drinks, and exclusive
performances, such as a visit from the cast of the West End hit musical Chicago. By the Closing
Ceremony, more than 70,000 visitors had been welcomed into the P&G Family Home.
P&G also created beauty salons to pamper Olympic athletes, their mothers (and fathers), and special
guests. Four salon locations – in the Olympic Village, P&G Family Home, London Media Centre and
the expansive P&G Salon at the Wella Studio in central London – provided more than 26,000 beauty
treatments, from hair styling to ‘Country Colours’ manicures to men’s shaving, all delivered using
P&G’s beauty brands such as Gillette ® , Pantene ® and MaxFactor ® .
Leaving a Legacy
P&G asked mothers what it could do to continue to support them. “Support our kids,” was the reply.
So in January, at the 2012 Winter Youth Olympic Games in Innsbruck, P&G made a commitment
to raise US$5 million through sales of its brands to support youth sports programmes around the
globe. During the London Olympic Games, P&G extended that commitment to raise and contribute
US$25 million over the next four Olympic Games. This extension will ensure P&G’s ‘Thank You, Mum’
programme will continue and leave a lasting legacy well beyond the London 2012 Olympic Games.