motivating runners while increasing registrations and sales

Art Director's Club, Bronze
Effie, Gold
IMC Europe Awards, Silver & Bronze
Clio Awards, Silver

The Brief
RunTour, a Czech urban-running event, approached us with a brief to increase sales of merchandise at their events, and to increase participation for future events.

Idea
To reprogram the RFID chips in runners bibs to count how many other runners they overtook as well as their time. Each runner would have a percentage discount for the merchandise stands after the race, based on how many runners they overtook. Regardless of running skill, every runner won.

My Role
I was part of the four-man team (Art Director, Associate Creative Director and Creative Director) involved in all brainstorming and ideation sessions. I streamlined and defined the concept through copywriting to sell to the client and awards shows, as well as structure the case-study video and execution.

Result
Sales up by 394%. 80% of participants reporting improved performance. Registrations for future events up by 12%.