After Russia’s fiasco at the Vancouver Winter Games, the Russian Olympic Committee doubted the team would succeed in Sochi. The public was hopeful, but remembered the disappointment. People’s knowledge of the team and sports was poor. Media, focused on scandals around Sochi, wrote little about athletes.

A comprehensive nationwide campaign “One Country, One Team” was launched to educate Russians about the national Olympic team and disciplines and boost the supporters’ spirit.

We set to make fans feel one team with the athletes. Unique interactive projects enabled people to step into the team’s shoes, meet athletes and share emotions. A road-show ‘The Russian Team House’ toured with the Olympic Torch Relay across 17 cities. During the Games, the first ever Russian Olympic Team Fans House opened in Sochi - here, people could get a feel of the sports and literally touch the history of the Games trying real equipment of Olympic champions, watch competitions together and celebrate the winners.

An intensive 6-month PR program and a dedicated online magazine brought 500 athletes to life for the media and fans.

The campaign earned 17,000 media hits. 501,524 people visited events. Every 4th Russian said their knowledge of Russian Olympians had significantly increased (December vs September 2013). Our e-magazine became 3rd by visits during the Games. The campaign’s slogan was championed by the media, officials, athletes and fans. Although the victory wasn’t our KPI, to everyone’s amazement, Russia won the Games! And the athletes attributed their success largely to the fantastic support:)

RUSSIAN OLYMPIC TEAM HOUSE following the Olympic Torch Relay (October-December’2013, 17 cities)

*An interactive exhibition about winter Olympic sports and candidates (stands, videos, quizzes, 3D-glasses, photo zones);

*Meeting with 228 athletes;

*Opportunity to record supporting videos for the team.

RUSSIAN TEAM FANS HOUSE in Sochi (February’2014)

*A quest along 21 interactive zones giving a feel of each sports with real equipment of Russian Olympic champions and interactive devices;

*61 talk-shows with 200 athletes;

*Live broadcasts of competitions;

*Ceremonies celebrating Russian winners;

*Giving away fan merchandizing.

MEDIA RELATIONS (September’13-February’14)

*Working with 1800 target outlets and 2300 journalists;

*Personal PR of 500 athletes;

*40 special media projects (programs, quizzes etc.);

*Providing exclusive content via a Facebook media club (171 select journalists) and email newsletters.

KOMANDA.RF - first ever daily e-magazine about Russian Olympians (140 issues)

*Comprehensive profiles of EACH athlete;

*Detailed explanation of all sports;

*Online information hub for campaign events.

*17,000 unique media hits.

*501,524 people visited the road-show events and the Fans House. 15% Russians heard about the Olympic Team House road-show.

*7500 cheering messages to athletes (recorded at events or sent via e-magazine).

*KOMANDA.RF: 1,076,446 unique visitors; 4,161,758 page views; became 3rd most popular resource among similar during the Games.

*Over 450 mentions of the slogan “One Country, One Team” by the media, officials, athletes, celebrities and bloggers. Several broadcasters used it in their Olympic ads; 39% Russians said they saw TV spots with the slogan.

*Poll, December’13 vs September:

--Every 4th said their knowledge of the Russian team significantly increased, which was also indicated by a 14-16pts drop in the share of those failing to answer open questions.

--Share of people unable to name any athlete decreased by 15.4pts; list of athletes named spontaneously expanded 3-fold.

*Numerous athletes acknowledged they won thanks to the fans’ support.