Challenge and task.

Development of a communicative platform for direct, emotional and above all authentic address of the running community.

Approach.

As a ‘Running’ competence partner to the DLV (German Athletics Association) Vittel presents itself in an integrated campaign from the cinema commercial and activation programmes, ATL/BTL/POS communication to online and event marketing. Ownership instead of sponsorship: the main focus lies on the innovative event conceived and initiated together with the DLV and ‘MYCITYRUN’ series of runs with 50 events in five German cities within one summer. Tightly integrated testimonials (incl. European Champion Jan Fitschen), national cross promotions (Nike) and various media cooperations (Fit for Fun, Prinz) round off the concept.

Success.

After a one-year commitment, Vittel is already perceived as a credible partner in the running community. The image values of the brand in the target group are significantly improved and prominent POS placements have been achieved in the face of strong competition.