Made for Comrades was centered around stories about obstacles, injuries, setbacks and sacrifices, that formed the backbone of the campaign execution.
A campaign that unpacked and celebrated the personal sacrifice and support required to get to the start line of Comrades 2016 across all of the major marketing channels.
Social media drove the campaign in the build-up across New Balance and Comrades social platforms. A special edition, Comrades version of the ‘Fresh Foam 1080’ was launched through the major running retailers. Lindsey Parry was utilised for an exclusive interactive pre-race session. Hosted at the Lighthouse store, he presented last minute tips and strategy.
The display area following registration focused on selling shoes and apparel. The stand saw runners pull on their race pack shirts and ‘appear’ in their own brand adverts. Runners and supporters were also given the chance to write messages of support on the motivational posters.
Roaming social media photographers, motivational supporter’s posters, prizes and giveaways occurred at an on-route Cowies Hill activation. BA’s captured images of supporters which were uploaded in real time.
+108% increase in engagement on New Balance social channels over the period
+1k personalised photo booth photos taken and shared to social media platforms
1 record Comrades royalties
DISCOVERY SPORTS INDUSTRY AWARDS:
Winner: Gold for Best Sponsorship of an Event or Competition
