Alibaba has released its first ad campaign as an IOC TOP sponsor, aiming to introduce itself to the Western Hemisphere and reinforce its brand reputation in China during the Pyeongchang Games. Its campaign, carrying the tagline “To the Greatness of Small,” celebrates obscure athletes making small but important improvements, as well as Alibaba’s role in helping small businesses reach broader markets. The spots will circulate on digital and social media in the U.S., U.K. and Japan, as well as on TV and digital channels in China. In China and South Korea, Alibaba will showcase Olympic plans throughout its 12-year sponsorship. Along with a tentpole spot, Alibaba also created separate ads featuring Kenyan ice hockey and the story of Australian rower Bobby Pearce, who won a Gold Medal in 1928. "Our manifesto spot is meant to introduce the world to who Alibaba is and what we stand for,” said Alibaba CMO Chris Tung. “It’s an ode to the power of small, showing that every action regardless of size has an ability to make a great difference." BBDO, China, handled the creative, and the Cheil Group will orchestrate on-site activation in Pyeongchang.
