olympic TORCH RELAY SOCHI 2014
Following London 2012, HEART Design were briefed to design the Olympic Torch Relay (OTR) trucks for the Sochi Winter Olympics.
Russia presented new challenges for the team, including severe and varying weather conditions, reliability of vehicles due to this being the longest Torch Relay in the history of the Winter Olympic Games with arguably the some of the harshest road conditions. The design not only needed to deliver on functionality, but aesthetically needed to convey the Coca-Cola messages in an engaging way that resonated with a Russian target audience.
Two vehicles were designed: the main caravan truck, alongside the advanced sampling vehicle.
Both vehicles successfully traveled the full Torch Relay with no major vaults and the upfront design work, led to two trucks delivering across multi-functional and brand objectives. These included:
- Design features that included a bespoke ‘run around’ for staff to move freely to all sides of the truck, maximizing opportunities to engage with consumers
- Roof features to maximize brand awareness
- BOH insulated and heated areas for staff
- Built in heating system that ensured the product was served to consumers at the perfect temperature of 4 degrees at all times
- Vehicles that withstood temperatures as low as minus 35
- Practical details such as storage for product, sound, lighting that delivered against the brand aesthetic
The vehicles supported Ignition in achieving the following results for Coca-Cola for the Sochi 2014 Olympic Torch Relay:
- 1.7 million product samples
- 2.75 million samples
- 15 million live impressions