We recreated Olympic events in front of the top 20 branches. Customers came face to face with real Olympic disciplines; not only could they have a go but were challenged to beat the Olympic records – creating true brand experiences. For the remaining 200 branches, we created another first by wallpapering the branches inside and out with huge visuals of Czech athletes competing in different disciplines.Opening ceremony: we held our very own opening ceremony for the journalists to promote our new media. Events: our unique Olympic media allowed consumers to run their own 100 meters; to admire the height of the highest pole-vault and to be amazed by the distance of longest javelin throw. Competition: in-bank literature also inspired customers to show their support for the Czech team by uploading videos demonstrating their support on our special Olympic website. Winners: our competition winners won trips to Beijing.

Transforming all GEMB branches immediately had a strong effect. Within three weeks of installation top of mind awareness of GEMB’s partnership had doubled and risen well above other Olympic partners. By the end of the Olympics spontaneous awareness of GE Money bank´s partnership had reached 33%. Brand values: key brand attributes had reached their highest ever levels; up by 10%. The media loved our media: Over 200 PR articles were published, worth 2.3 times the cost of its production. Customer records: over 70 customers uploaded videos and over 300 000 fans visited our website to view the videos.