Asics Barcelona Marathon 2013

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ROLES:
CONCEPTUALISATION : ART DIRECTION : DESIGN

Challenge

Deliver a brand experience at the expo for the Barcelona Marathon, transforming it into a curtain raiser for one of the great city marathons. Drive an increase in subscriptions to MYASICS, demonstrating that ASICS leads a community of runners, athletes and supporters in pre-race preparation.

Insight

70 percent of first time marathon runners don’t make it to the start line. The expo should celebrate the training that got 18,500 runners to race weekend. By now, the legs have done all the hard work. At this point in preparation it’s about speaking to the heart, emotionally preparing runners for a life changing event and focusing on fine tuning for a good race.

Solution

ASICS opens the hearts of runners and encourages participants to share with the ASICS community what motivated them to run the Barcelona marathon 2013. Watch the pledges of motivation appear on a digital screen and then share them with friends and family.
The digital community of motivation continues online after the expo and continues throughout the marathon. ASICS services are all on hand to show how the brand supports marathon runners from kit, to training plans and race strategy, via race pacing bands. Meet ASICS ambassadors to answer any pre-race questions to put minds at rest. Leave the space via the ASICS shop, pick up a T-shirt, last-minute accessories or training gear for your next challenge, but mark this day as a milestone in your running career.

Results

5,000 participants shared their motivations via our digital activation

This helped to deliver a 90% boost to standard sign up rate to MYASICS

Peak of 2,870 visitors to MYASICS Spain on Marathon Day

380% increase in traffic from Catalonia Spain

1400 email addresses collected

18,000 people reached the finish line of the Marathon, supported and motivated by ASICS