2005
The issue


Success at getting Londoners to run the 10K event

But many train for that, then stop

We wanted to set them a...
The Nike offering


Weekly training runs at key parks across London building up to the event

3 x 10K runs in Hyde Park, V...
The objective


Turn people into more dedicated runners

Make them runners, not just racers

Keep them running throughout ...
The insight


We’re asking people to do something over a longer term



What makes people stick to doing something long te...
The idea


           Making public pledges

 Once you’ve pledged to do something, to your friends and family,
 you’re muc...
The Launch
Friday 12th Aug
Monday 15th Aug
Online
Underground 48$
Underground 48$
Bus Sides
Underground Ticket Barriers – Canary Wharf
Tuesday 16th Aug
Wednesday 17th Aug
Phase 2 - launch

Email data base Mon 22nd Aug: Communicate start of training runs

Metro single page Fri 26th Aug: Focus ...
Metro Friday 26th August
Metro Wednesday 31st August
4 consecutive strips
Metro Wednesday 7th September
… other Run London collateral
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case study

  1. 1. 2005
  2. 2. The issue Success at getting Londoners to run the 10K event But many train for that, then stop We wanted to set them a bigger challenge
  3. 3. The Nike offering Weekly training runs at key parks across London building up to the event 3 x 10K runs in Hyde Park, Victoria Park, Battersea Park on Oct 16th 5K runs throughout the year
  4. 4. The objective Turn people into more dedicated runners Make them runners, not just racers Keep them running throughout the year Long-term relationship, not just a fling Nike’s role was to help, encourage and inspire these Londoners to… run more, throughout the year
  5. 5. The insight We’re asking people to do something over a longer term What makes people stick to doing something long term? Inspiration came from the attitude of people doing their first marathons… “I’ve got to finish it, because I’ve told people that I will”
  6. 6. The idea Making public pledges Once you’ve pledged to do something, to your friends and family, you’re much more likely to do it A matter of pride/ embarrassing not to We got Londoners to pledge, publicly, to run throughout the year…
  7. 7. The Launch
  8. 8. Friday 12th Aug
  9. 9. Monday 15th Aug
  10. 10. Online
  11. 11. Underground 48$
  12. 12. Underground 48$
  13. 13. Bus Sides
  14. 14. Underground Ticket Barriers – Canary Wharf
  15. 15. Tuesday 16th Aug
  16. 16. Wednesday 17th Aug
  17. 17. Phase 2 - launch Email data base Mon 22nd Aug: Communicate start of training runs Metro single page Fri 26th Aug: Focus on the event Capital FM promotion w/c 29th Aug: Communicate to broader London audience about the training runs and event Metro 4 consecutive strips Wed 31st Aug: Focus on event Metro consecutive single pages Wed 7th Sept: Focus on parks
  18. 18. Metro Friday 26th August
  19. 19. Metro Wednesday 31st August
  20. 20. 4 consecutive strips
  21. 21. Metro Wednesday 7th September
  22. 22. … other Run London collateral

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