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RIO 2016 TIMEKEEPING TECHNOLOGYOmega debuted several new timekeeping technologies in Rio:l The Archery Targeting System: For the first time, technology was used to record scores in archery. The new target featured a built-in scanning system with 0.2mm accuracy. This precision is impossible for the human eye to detect. l The OMEGA Scan’O’Vision MYRIA: A high-speed camera positioned on the finish line of races that can take 10,000 digital images per second. The quality of images is much improved from previous versions of the camera. l Hi-resolution scoreboards: The improved scoreboards displayed information with bold new colours and animations. They were a great advancement from the amber and black displays used in the past.l The False Start Detection System: Integrated into the starting blocks in athletics, the system was able to measure an athletes’ pressure 4,000 times per second. l New Photoelectric Cell Technology: The next generation of this vital equipment included four photoelectric cells instead of two. It enabled Omega to detect more body patterns as athletes crossed the line.OMEGA’S OLYMPIC GAMES MARKETINGOmega’s international advertising campaign for the Olympic Games Rio 2016 focused on the dreams of athletes. The series of print, retail, digital and television commercials featured Omega’s brand ambassadors including Michael Phelps, Chad le Clos, Sergio Garcia and Jessica Ennis-Hill.On major social media platforms, Omega used interactive posts to successfully connect with fans and promote the various timekeeping and watch stories. OMEGA’S RIO 2016 WATCH COLLECTIONOmega created three unique timepieces to celebrate the Olympic Games taking place in Rio;The Seamaster Diver 300M “Rio 2016” Limited Edition was inspired by the host city itself, featuring a wave pattern similar to the mosaic design on Copacabana’s famous sidewalks.The Seamaster Bullhead “Rio 2016” Limited Edition featured a yellow, green, red, blue and black colour theme to represent the iconic Olympic rings, while the Speedmaster Mark II “Rio 2016” featured sub-dials that were decorated with gold, silver and bronze rings to recall the medals awarded during the Games.SPONSORSHIP073