Bombardier
2010 Vancouver Olympic Torch Marketing
"The Evolution of Engineering" Marketing campaign in English and French.
The Bombardier engineers spent two years designing and engineerign the 2010 Olympic Torch, a symbol of national - and, for Bombardier, personal - pride.
Challenge
The 2010 Olympic Torch - one of the most iconic images in the history of international sports - was designed and manufactured by Bombardier, and a bridge marketing campaign was requested to promote the design.
The 2010 Olympic Torch - one of the most iconic images in the history of international sports - was designed and manufactured by Bombardier, and a bridge marketing campaign was requested to promote the design.
Creative Insight
Bombardier engineers and industrial designers spent more than two years designing and testing the Olympic Torch with a fuel blend of propane and isobutane that allowed the torch to burn in colder temperatures than any other torch in Olympic history. Prototypes of the torch were tested in aerospace weather simulation chamber with final assembly completed by hand in Montreal, Quebec. The unprecedented level of engineering and craftmanship utilized in the torch's construction inspired the idea of creating a bridge between the Torch design and Bombardier's LearJet manufacturing arm.
Execution
The decision was made to create a simple correlation between the superior craftmanship of the Bombardier aerospace engineers and the industrial designers who created the Olympic torch. By visually illustrating the engineering process behind the torch, the message was easily transferred to the line of aircraft made by the company, thereby providing a sense of involvement for the customers and creating a sense of belonging in the torch's history.
Why It Works
This campaign successfully blends the millenia-old tradition of the Olympics with the cutting edge technology of the Lear Jet, casting the torch as at once iconically timeless and forward-facing. This concept of tradition and timelessness wrapped in today's most exciting technical advancements transfer to Bombardier itself, which is, by implication, seen as both inherently stable and established, while at the same time operating on the bleeding edge of aerospace technology.
A brochure was designed and produced for the Bombardier customers ahead of the Olympic games to give them an insight into the engineering and craftsmanship of the torch.
The Bombardier customers had access to an exclusive social community where they could access and contribute stories of their own experiences at the Vancouver Olympic Games.
Prototypes of the torch were tested in a weather simulation chamber using the same aerospace-grade materials utlized in building Learjets.
The Bombardier FlexJet customers were invited to submit their own pictures taken during the games through a dedicated app.
