Gold for the Paris 2024 and Reelevant collaboration!

A shared vision: connect, engage, inspire

Paris 2024, organizer of the 2024 Olympic and Paralympic Games, wanted to fully digitalize the Games for the first time.


In making this choice, a dedicated digital communications team was created, the Digital Communication Center, to take charge of the complete creation of a CRM database and various communications content. Given the large volumes of data on the sporting events, the number of spectators expected and all the ambitions of Paris 2024, as with the declension of communications not in 2 languages as in previous editions but in 9 languages to reach more spectators, the Digital Communication Center team approached Reelevant to hyper-personalize its emails and reduce communication pressure.


In 2 years of collaboration, the Paris 2024 and Reelevant teams have succeeded in putting together several use cases for personalized emails, from draw emails for ticket sales slots, engagement emails with the database to offer them a rich experience, and mainly D-1 emails before the sessions to bring all the information to the spectator (session time, competition site, site access, weather, security information, unforeseen events). And all this in a hyper-personalized way, so that each spectator, whose experience of the Games is unique, receives the most personal and experiential communication possible.

Focus on emails D-1 of the sessions

Reelevant was selected by Paris 2024 to handle the personalization of digital email communications, with 3 priority cases defined: 

• Club 2024 commitment emails
• Spectator experience emails
• D-1 pre-session emails
  
  

The biggest project concerned the D-1 pre-session email. 

On average, a spectator held 3-4 tickets during the games, but could attend up to 50 sessions. In order to inform each spectator of the information linked to the session, a sequencing of communication per session had been set up with 6 emails, 10 push in-apps and 2 SMS. The challenge was to reduce communication pressure, especially when an individual had several sessions on the same day.
Reelevant personalized the emails for Games spectators, indicating the time of their session, the competition site and a dynamic timer before the start. For those with multiple sessions, a second block grouped session information in place of the timer. In addition to this automation, Reelevant added blocks with details of public transport and the day's weather. A “hot” block was also introduced to manage unforeseen events in real time (station closure, weather), editable via a simple spreadsheet, and adjusting in real time in the email, even after it had been sent.

Other elements have been implemented by Reelevant on all emails, such as the display of partner logos at the bottom of emails. By automating this part, the Paris 2024 teams no longer had to rework the emails when partners changed.

The main aim of the project was to achieve qualitative results, both in terms of spectator experience by going as far as possible in terms of personalization, and in terms of operational efficiency for the Paris 2024 teams. And it was a great success, as evidenced by this gold trophy. 

Together, Reelevant and Paris 2024 have shown that technology can create proximity and emotions on a grand scale. This Gold Trophy is a shared victory. And above all, a source of inspiration for future projects.

In the end...

You can find the full list of winners of the B2C Marketing Awards 2025 here. 

And to find out more about this collaboration, watch our video testimonial.

Reelevant is the hyper-personalized customer experience solution that reconnects brands to people. We help brands dominate the last mile of the customer experience, where it all comes down to it. We trigger memorable brand moments while maximizing CLTV. To achieve this, we translate data into relevant content, created and synchronized in real time according to each customer lifecylce, at scale and across all touchpoints. Founded in 2018, Reelevant supports numerous customers including Carrefour, Décathlon, L'Oréal, Sandro, La FDJ, Engie, Leroy Merlin, Zadig&Voltaire.

Take the hyper-personnalization plunge with us nous.