IRUN campaign
the teasers - viral video and ambient
the teasers - viral video and ambient
Little Background:
People prefer to stick to groups when running. The intention of iRun is to introduce people to running and get them to form their own groups. However, many of them don’t know how to gather a group to run and too lazy to organize. Moreover, the current iRun website (http://www.hpb.gov.sg/i-run) lists the necessary events, however there are no other tools that allow people to connect, share, inspire, motivate, etc.
Target Audience:
The lack of physical activity among Singaporeans contributes to the growing problem of obesity. HPB initiated the iRun program to introduce and revamp running. There are currently 4 locations – Raffles Place, Changi Business Park, International Business Park and Science Park.
People prefer to stick to groups when running. The intention of iRun is to introduce people to running and get them to form their own groups. However, many of them don’t know how to gather a group to run and too lazy to organize. Moreover, the current iRun website (http://www.hpb.gov.sg/i-run) lists the necessary events, however there are no other tools that allow people to connect, share, inspire, motivate, etc.
Target Audience:
- Demographic: 20-50 years old, working adults, male and female.
- Psychographic: running enthusiasts, health-conscious, group interest and searching for networking.
Viral Video
The stunt is a teaser performed prior to launch so as to stir the curiosity and arouse interest of the public towards the campaign. These stunts will be captured on video and released on digital platform at the following week when it was performed. Social medias such as Facebook, STOMP and youtube, will be use to ‘promote’ the stunt.
The stunt is a teaser performed prior to launch so as to stir the curiosity and arouse interest of the public towards the campaign. These stunts will be captured on video and released on digital platform at the following week when it was performed. Social medias such as Facebook, STOMP and youtube, will be use to ‘promote’ the stunt.
The plan is : there will be a total of 4 videos featuring different settings to be launched prior to campaign launch. The entire teaser guerilla stunt will span over a period of 5 weeks.
Ambient
On the platforms of the escalators, there are installation of an interactive digital stopwatch. The ambient is activated by sensor. Passer bys just have to challenge the timing by running across the escalator.
