ADIDAS: LONDON MARATHON

Credits:

Type of Entry: Use of Media
Category: Best Use of Other Digital Media including mobile devices
Title: LONDON MARATHON
Advertiser/Client: ADIDAS
Product/Service: ADIDAS
Entrant Company: CARAT UK London, UNITED KINGDOM
Media Agency: CARAT UK London, UNITED KINGDOM
Creative Credits
Name Company Position
Michael Rhodes Carat Comms Planning Director
Fraser Mcneil Carat Comms Planning Exec
Julian Leeper Carat Comms Planning Manager
Jo Brewer Carat Associate Director
Details
Results and Effectiveness:
Underpinned by true technological innovation, the campaign was the first to socialise the link between Marathon runner and spectator during a race. Personalised Runner Messages were seen by 3,500+ spectators, 35,000 runners and 3.1m TV viewers. 5,250 runners received personal support messages. The Mobile Runner Tracker WAP site tracked 11% of runners, with 107,000 page views in 24 hrs. There were an incredible 17 searchers per runner tracked. The campaign generated unique, rewarding communications with the core target-market and added real value to the ultimate “Impossible”. The client owns the technology and plans to use it again year after year.
Creative Execution:
Mobile Runner Tracker This WAP real-time runner tracker was a quite-astonishing global Marathon first. We created a WAP site so that supporters could use their mobile phone to track their runner’s exact location using a chip in the runner’s shoe. This enabled them to cheer on their runner all around the course – by being in exactly the right place at the right time. Personalised Runner Messages We hijacked the iconic Cutty Sark for the first time. A major spectator viewing point, its restoration embodied the “Impossible is Nothing” spirit and was perfect for generating mass awareness. Four large digital screens were linked to software which recognised each runner from a chip on their shoe. The screens delivered personalised, named messages of inspiration. The messages were collected from loved ones at the Expo registration beforehand. Amplified with personalised messages of inspiration from adidas, we bonded runner and brand.
Insights, Strategy and the Idea:
The London Marathon: the ultimate symbol of mass personal achievement and expression of adidas’ “Impossible is Nothing” mantra. The perfect opportunity to connect with a pivotal target-group. Our brief was to raise awareness of adidas’ London Marathon sponsorship by inspiring and enabling both runners and spectators to achieve their own ‘Impossible is Nothing’ dreams. But we had our own impossible to overcome – a budget of just £140k! Focus groups told us that marathon runners never achieve their goals alone – unstinting support from friends and family makes achieving the impossible a reality. We needed to give runners the encouragement and support from loved ones to see the marathon through and achieve their dreams. So we developed two cutting-edge pieces of technology-based activity. Personalised Runner Messages would inspire runners with messages from friends and family. The Mobile Runner Tracker would enable loved ones to cheer on their runner around the course.