MELBOURNE, AUSTRALIA, February 16, 2011 – Nearly 1,500 Melbournians looking for love took their search to the streets over the Valentine's weekend for the first-ever PUMA Love Run, a unique and new fun-run event developed by Ogilvy Group Melbourne.
The Love Run, organised and developed specifically for PUMA to help bring the brand's essence of "joy" to life, kicked off on Saturday, February 12 at Birrarung Marr with two fun runs, followed by a love-inspired after party featuring Nova's Jody Mcleod and Miami Horror.
The inaugural event was supported by a range of campaign elements, including viral, online, eDM, Instore POS, Radio, Street Press, plus on street promotional activity via the specially-created PUMA "Love Squad."
All Campaign elements utilised the tagline "meet someone fit," and teamed with the event, aimed to capture the attention of "people who like to stay healthy and get involved in things," explained Ogilvy Group Melbourne's Executive Creative Director, Michael Knox.
"The PUMA Love Run was created as a fun event for people who love staying fit and the challenge of exercise but are not necessarily elite runners; the perfect fit for PUMA's positioning of joy," he explained said.
"The viral, print and radio activity reflected this brand positioning, with the campaign taking a cheeky and fun look at being fit, participating in a new event that was like a B&S ball in trainers."
As part of the Love Run, participants wore different colour tees indicating if they were single or if "hooked up." Runners could undertake a 4.5km "cheeky quicky" run, or a longer 6.5km event.
Knox said Ogilvy Group Melbourne developed the strategy for the event after noticing that runners often trained alone. "We thought it would be a great experience if PUMA could bring these runners together in a social sense, and help connect people together in a fun, fitness-inspired way. But we needed to make it different from the other fun-runs and Valentines Weekend provided the perfect inspiration."
Knox said all the supporting campaign elements, and post-fun run activities also explored PUMA's lifestyle positioning of the "After Hours Athlete."
The PUMA Love Run was promoted in conjunction with event sponsors Foot Locker, Boost Juice bars, NOVA FM, MX, Genesis Fitness clubs, RSVP, Lavazza and charity partner YGAP (Y-Generation Against Poverty).
Ogilvy Group Melbourne is part of STW Group, Australia's leading marketing content and communications services group.
For more information, contact:
Ph: +61 410 501 043