2012 Winners & Shortlists

The Campaign

With Nike “I Run Beirut”, we had to: -Awake 2,000 people at 7:00 o’clock on a Sunday morning, to participate in the race -Launch the “LunarGlide+3” The challenge was intensified as: -Lebanese people are known to be fun loving & outgoing. -They are resilient, rarely compromise leisure & sleeping time for sports events, especially on weekends. -No advertisement material was available to ease our task

Success of the Campaign

-People were rushing to run on the treadmill, creating buzz and word of mouth -Online likes on Nike’s Facebook page reached 10,397 -Number of participants doubled our expectations: on race day 4,000 people gave up their sleep time to run -After the race, all participants were invited to a party where results were announced & healthy food was offered -Post event, TV & printed PR outspreaded the momentum -Due to its success, Nike local distributors decided to mark ‘I Run Beirut’ a yearly event in Lebanon.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We decided to make running part of Lebanese leisure time, by: “Taking Sport”, “Adding fun to it”. “Fun” was injected in all means of communication: On TV… -We took part of leading social talk shows -Famous presenters endorsed the run, embodied the Fun atmosphere by running on the treadmill, wearing Nike shoes, educating people on the running benefits & “LunarGlide+3” On social websites… -Pinpoint ‘I Run Beirut’ on social calendar sites -Special on-screen running animations and page skinning for registration. On Outdoor… -Branded mobile trucks, roaming all over Beirut, Inviting people to experience the fun run on the treadmill inside the truck On radio… -We partnered with Mix FM, a fun station. -To introduce the event as an anticipated bang through interviews, live competitions, roadshows and headlines. Instant registration was done on iPads in cinemas, malls & on streets.