USG, a leading global manufacturer of building supplies, was battling low employee morale coupled with unrest across the industry as a whole. A cultural shift was crucial.
A new brand strategy and inspiring sponsorship property (the Olympics and Paralympics) was set in motion, but they needed a way to bring it to life. We proposed a multi-faceted campaign to create tangible growth experiences and inspire internal stakeholders.
The campaign started with a three-day leadership summit at the Olympic Training Center where over 200 USG ambassadors gathered to learn about the rebrand and sponsorship platform. To unveil the new sponsorship, USG leadership along with notable television sportscaster, Greg Gumbel, conducted a simulcast that streamed into 7 key USG cities across the country. The simulcast was followed by celebration parties in each city with USG sponsored athletes in attendance.
To continue the excitement and heighten awareness, USG carried out a sponsorship activation platform before, during and after the Winter Games. From a custom mobile app, daily sports-inspired activities, contests, athlete appearances and a Sochi, Russia excursion, the new-found morale and increased sales proved the sponsorship strategy to be an overwhelming success.