Zagreb joined global community of adidas Runners in order to motivate, support and unite all those runners who are seeking something more than ordinary training.
adidas Runners is a community where everyone who is ready for intensive training program and to test their limits are welcome. In collaboration with the expert team of kinesiologists, nutritionists and physiotherapists adidas has launched adventure for runners never before seen in these areas.
Agency task was was to create a complex communication campaign that includes both digital and PR tools and guerrilla marketing and events to maximize the use of media and social network space for informing citizens about the adidas Runners concept and to attract runners to the community.
Communication took place in three phases. The first phase included a comprehensive teaser campaign with influencers and guerrilla marketing activation with the adidas Runners team, in the second reveal phase a press release was distributed to media in which we presented adidas Runners as the most desirable runners community, at the same time a web site and FB group was launched where members can get the latest training information and communicate on a daily basis directly with trainers and other members. The final phase before the start of the first training was the launch event for adidas Runners, which was held in the summer garden of the RougeMarin restaurant. The event was preceded by a race in which the fastest runners had the chance to win the latest adidas running shoes, and the winners were declared at the event. After the event, a video clip was sent to the media.
The campaign resulted in the activation of 12 influencers who posted over 45 posts with a reach of up to 150,000 (by July 2017). More than 20 articles in the media with over 3.5 million readers have been published and an exclusive interview with Captain AR in Večernji list and a special collaboration with online media called 100 percent had been arranged through a series of 8 articles. The culmination of the campaign was on the adidas Runners launch event, which hosted more than 150 guests, media, influencers and runners where they all celebrated a successful start to the most adventurous adidas Runners community.
Video from the event: https://youtu.be/g4c-dCae9tk