PyeongChang 2018
Official Partner of PyeongChang 2018 Winter Olympic Games – KT (Korea Telecom)
The Project Challenge:
Like many domestic sponsors, investing in an Olympic Games is one of the biggest sponsorship opportunities an organisation has in its lifetime, and often companies don’t have the experience or the insight to maximise their engagement with the biggest show on earth. Commissioned by McKinsey & Company, TrueGold was given the challenge to draw on its own expertise as well as other knowledge experts to demonstrate to key stakeholders across KT Telecom the full stack of technological delivery and sponsorship activation for an Olympic Games.
Solution:
TrueGold orchestrated and delivered a range of workshops in London and Seoul for senior representations of KT Telecom in order to:
1. Gain an understanding of expectations from an organising committee for sponsors and their marketing programmes.
2. Develop a deep insight into the motivations of sponsors and their sponsorship strategies - key strategies, learnings and knowledge-sharing sessions in three key areas:
Understanding the strategy, ROI evaluation and cross organisation implementation frameworks
Key learnings around corporate vision, objectives, athlete ambassador programmes, torch relay, client hospitality and Games-time showcasing
Identify how the sponsors collaborate with other corporate sponsors/partners to drive associated benefits
3. Facilitate tours of principle venues to provide context for operational delivery and legacy, and understand the challenges of venues for technology partners.
4. Enable deep-dive knowledge transfer sessions covering such areas as: marketing & brand communications, Olympic research and insight, business development and portfolio opportunities for a telecommunications partner.
5. Develop a strong legacy and global brand narrative, based on five key pillars:
Technology infrastructure
London 2012 delivery programme and mobilisation
Corporate communications
Operational business-as-usual (for on-going business as usual activity)
Media/PR relations
Results:
The level of insight into the role undertaken by Technology Partners for the Olympics no doubt played a pivotal role for KT, enabling them to commence a three-year cycle of planning for PyeongChang 2018. KT went on to establish and operate the broadcasting and telecom infrastructure for the Olympic Winter Games across 22 sports and 70 venues overall, including showcasing the world’s first 5G trial network and public pilot service in the host city, raising Korea’s status as an ICT powerhouse. TrueGold helped KT Telecomm achieve unparalleled success for its Winter Games technology and activation programmes.
“Thank you so much for all your help with the benchmarking trip (to London). VP Kim [KT] and other client [officials] found it very helpful and we really appreciate the time and efforts you put ito the programme in order to design the agenda and provide the expert team” Jun Shin | Associate Principle | McKinsey & Company
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