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P&G Family Home Medals in the 2013 Ex Awards

“Thank you, Mom.” P&G’s robust sponsorship of the 2012 London Olympic Games centered on this singular theme. And the P&G Family Home, which just won silver in the 2013 Ex Awards, brought that theme to life by giving Olympian families a home away from home during the games.

Families came to the P&G Family Home to relax and spend time together. P&G did their nails and their hair (and even their laundry), providing a safe place to charge phones, change diapers, lounge, and watch the Games unfold. From hot meals to professional salon services, from the Pampers Playground to the Gillette Man Cave, the P&G Family Home became the place to relax and reconnect, to savor the once-in-a-lifetime moments that both the athletes and their families had worked so hard for.

All told, P&G welcomed 70,000 visitors to the Family Home during the Olympic and Paralympic Games. The London 2012 activation was the biggest experiential marketing activity P&G has ever undertaken, bringing together 34 distinct P&G brands under a single integrated campaign. P&G was named the most effective TOP sponsor of the 2012 Games.

GMR has been Procter & Gamble’s lead sports and activation partner since the inaugural P&G Family Home at the 2010 Olympic Games in Vancouver. We built and managed the 2012 London Olympic P&G Family Home, which has earned Silver in the 2013 Ex Awards for Best Olympic Activation.

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