奥美（Ogilvy）：2024体育：在喧嚣世界中超越言语的连接研究报告（中译版）（22页）.pdf

1、Our common language in a world lost for wordsTHE TAKEAWAY:In a world drowning in distractions,algorithms,and ad blockers,only sport commands the attention of billions in a single,unifying moment.Its power extends well beyond the stadium lights.Its not just entertainment,its a universal opportunity t

2、hat connects.Connecting communities to countries,fashion to fans,music to technology,and inspires social change.Its a leveller.A conversation starter.A force for good.Billions of fans and millions of communities to be a part of worldwide.This report looks at the power of sport as the common language

3、 in a fractured world,and what it means for fans,brands,and sport itself?SPORT:OUR COMMON LANGUAGE IN A WORLD LOST FOR WORDS2OGILVY1CULTURAL CODEFans arent just passive consumers;theyre active participants,fuelled by passion,rituals,creative expression,and unwritten codes.To truly resonate with fans

4、,we must speak their language and tap into the rich tapestry of cultural insights,fan dedication and daily debates.Forget surface-level plays;its time to go deep on relevance.ONE FAN LANGUAGE;MANY UNIQUE SPORTING DIALECTSSPORT:OUR COMMON LANGUAGE IN A WORLD LOST FOR WORDS3OGILVY1ONE FAN LANGUAGE;MAN

5、Y UNIQUE SPORTING DIALECTS We understand that fans love an underdog story;and in the gaming world defying the odds is part of the game.So with Burger King,we found a way to enter FIFA 20 and get gamers and the worlds players behind them without paying millions.How?Burger King became the real-life sp

6、onsor of the team at the bottom of English footballs 4th division:Stevenage.Understanding that if its logo was on their shirt,it was going to appear in FIFA 20.The brand then launched the#StevenageChallenge,inviting gamers to play with Stevenage and share UGC of the likes of Messi and Neymar wearing