The campaign “With our heads held high”, starring Álvaro Morata, Ana Peleteiro and Dennis González, extends to digital and offline.
Photograph of Álvaro Morata (footballer), Ana Peleteiro (athlete) and Dennis González (synchronized swimmer), ambassadors of the "With our heads held high" campaign designed by Miravia as official sponsor of the Paris 2024 Olympic Games
July 25, 2024
By Astrid Ruiz
Marketing4eCommerce Editor
TOOne day before the official start of the Paris 2024 Olympic Games, we want to review some of the advertising actions that Miravia , the marketplace established for Spain owned by the Chinese giant Alibaba, has deployed. This platform has the advantage that its parent group is one of the official sponsors of this great sporting event.
With just over a year and a half since its foundation , Miravia has managed to make a name for itself in the market, being chosen as 'Marketplace Breakthrough of the Year' in 2023 , gaining the loyalty of more than 12,000 brands and selling more than 12 million products, especially in beauty and health. In addition to this, the giant is knowing uae number data how to take advantage of the visibility that sponsorship of the Olympic Games represents for its greater growth.
In its official sponsorship presentation, the company's CEO, Yann Fontaine , stated that "this partnership represents a unique opportunity to share our passion for e-commerce and entertainment with the world, while celebrating the Olympic spirit of excellence, friendship and respect."
#HeadHigh - Miravia, Official Sponsor of the Paris 2024 Olympic Games
Miravia wants Spanish Olympic athletes to hold their heads high
The marketplace campaign , which has the official slogan “With your head held high” , has been developed by the strategic and creative agency Manifesto, and consists of various advertising spots for Spanish television, outdoor actions and publications on social networks with which they have managed to impact a large audience.
To do this, the e-commerce platform has taken three great Spanish athletes as its main figures: Álvaro Morata (footballer), Ana Peleteiro (athlete) and Dennis González (synchronized swimmer).
As part of its digital media strategy, with its interview format “ Look who’s coming ” presented by influencer and Miravia ambassador, Marina Rivers, Miravia presented small capsules in which we were able to learn about the most personal side of these Spanish athletes, together with other athletes from different Olympic categories who were also part of its ambassador program: Juan de la Torre, break dancer; Marcus Cooper, canoeist; Gerard Descarrega, 400-meter runner and Paralympic athlete; Ray Zapata, gymnast; Gisela Pulido, kitesurfer; and Hugo González, swimmer.
The intention with these content capsules is to offer users unique access to the athletes in the months leading up to the games and to learn how they prepare to represent their country on such an important date.