Kuala Lumpur, Malaysia – As the canceled Tokyo Olympics finally materializes on 23 July, brands and sponsors are now unleashing their special campaign to engage more sports fans.
Two official partners to the Olympic Games Tokyo 2020 – Procter & Gamble (P&G) and Lazada – has launched a new regional campaign called ‘#GoForGold’, which seeks to encourage people to keep their spirits up, to go for gold, and reach for their dreams, even when the going gets tough.
‘#GoForGold’ is inspired by the many Olympic and Paralympic athletes who are not only achieving athletic greatness but are also stepping up to take action for good, making a positive difference in their communities. The campaign will feature a short film that unites P&G’s long-standing citizenship efforts of Community Impact, Equality & Inclusion, and Environmental Sustainability.
Titled, ‘Your Goodness is Your Greatness’, the short film, which will appear in full digital form, celebrates athletes who show their best on and off the field of play. Narrated from the perspective of proud parents, the film features real-life Olympic and Paralympic athletes who are leading with love and showing the world that the true measure of greatness is goodness.
“In a time when the world needs to come together and hope once again, these athletes set the gold standard in terms of perseverance, courage, and selflessness, which we hope will be an inspiration for many others to pursue their dreams and #GoForGold,” shared Alexandra Vogler, P&G’s e-commerce senior director for Asia Pacific, Middle East, and Africa.
Meanwhile, Lazada Group’s Head of Strategic Accounts and Retail James Chang commented that Lazada is proud to partner with P&G to extend the celebration of “goodness, hope, and resilience” in a sporting spirit to consumers in SEA.
“This partnership embodies the spirit of positiveness, keeping dreams alive, and fostering connections,” said Chang.
Beyond the film, the campaign will also come to life on Lazada, through a shopping extravaganza on LazMall, which features a wide range of exclusive offers on P&G products such as Pampers, Olay, and Pantene, as well as Oral-B. It will be running across six SEA markets including Thailand, Philippines, Indonesia, and Malaysia, as well as Vietnam on 23 July 2021, and in Singapore on 28 July 2021.
