RUN FOR THE OCEANS
|Soutěžící||CREATIVE PRO (CZ)|
Seznam účastníků kampaně nesoucích hlavní podíl na úspěšnosti přihlášené práce
Filip Svoboda - Account Manager
Zuzana Franova - Account Manager
Cíl a popis eventového projektu, způsob realizace a výsledek eventového projektu
RUN FOR THE OCEANS is a global movement that harness the power of sport to raise awareness around the threat of marine plastic pollution and inspire action amongst adidas consumers. Runners all around the world spend a whole week collecting kilometers via the Runtastic application, through which adidas then donates $1 to the Parley Ocean School for each km run. Our objectives 1. Dramatize the problem and increase awareness for the cause 2. Increase Participation for local Event 3. Provide a tangible Way for consumers to provide a change We focused on presenting local environmental issues and their global impact. Strong communication and ecological approach helped us to reach amazing media reach and participation on local event.
Počet oslovených eventem vs. reálně zúčastněných
N/A vs. 210 participants for a local event and 20+K participants for the digital run
We used the Think global-act local approach to illustrate the problem, to increase participation and to show tangible ways of making a difference. We focused on presenting local environmental issues and their global impact. • We partnered up with celebrities and Influencers in order to show their unique stories and their individual approaches to the cause, inviting people to join the movement and take part in local events. • We set up a local event – a kick of run pulling the community of runners, Influencers and sustainability activists together. • We ran for sustainability. We chose to be one hundred percent ecological.
Náročnost a exekuce
In special location Strelecky island in Prague, we created a local event. It consists of one main stage where were presented Influencers, Sustainable Activists and adidas representatives. Eco non-profit organization has an edu point to localize the message. In pop up tents led workshops - make your own muesli, eco deodorant, canvas bag. Additionally, there were workshops on surfing and yoga to support an idea of oceans. Communication was divided into several phases. 1. Tease (duration 5 weeks) Educate about oceans pollutions – local pollution and Create urgency & awareness around the problem 2. Recruit for a local event (duration 2 weeks) Explain the local and global impact 3. Participate (1 week) Celebrate participants and encourage impacting change 4. Recap (1 week) Celebrate results Media campaign was running on own social media channels Facebook and Instagram and supported by articles on other social media. Supported by Influencers, Sustainable activists with their unique stories and their individual approaches to the cause, inviting people to join the movement and take part in local events. The outdoor campaign was covered by guerilla Aqua Ads around the Prague and Educational panels were placed on the location of Strelecky island for 2 weeks before an event. Our social media reach was 310+K with total media reach 17+MIO. We all made it happen together.
Přínos (vliv na chování / vnímání)
We exceeded the target. For KPI 150 Local Event participants we reached 210. For KPI 500 Runtastic sign ups we reached 20+K. For KPI 300K social media we reached 310389. For KPI 1MIO media reach we reached 17MIO. We ran 119,223.3 km in the Czech Republic
We used special innovation eco-materials: OPBOGA: World-leading environmentally friendly display board for temporary outdoor signage. It is a biodegradable, fiber-based display board for outdoor signs and displays. It does not contain plastic or PE coating. As a result, when the board has served its purpose as a sign or display, it will simply degrade naturally. Packwall: First-class board for construction.The structural and interior boards from used beverage cartons
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