The Campaign

The Color Run (TCR) is aimed to cultivate consumers' running habit and generalize running culture. We come up with the annual big idea: Run Your Colorful Life. On the one hand it perfectly combines the colorfulness of TCR, on the other hand, we hope this concept can motivate customers with an optimistic attitude, encouraging them step out to run and embracing the colorful life. This is a PR communication oriented campaign, including diverse channels (TV, print media, website etc.).

The Brief

Enhance the professional fame in Chinese running market and promote the sales of NB running shoes.

Results

TCR is undoubtfully the most popular jogging activity, which have aroused the jogging trend in public. The number of participants have reached 90,947 and only Beijing has attracted more than 25000 jogging fans. The media value is over 14million and ROI have achieved to 1914%. Our brand awareness, running professional awareness, sales of our running shoes increased 14%, 14% and 15% respectively because of the campaign, which exceed Adidas, becoming NO.2 in Top of Mind running shoes brand for Chinese consumers.

Execution

We choose cities where running culture is most popular to hold TCR. 1.Build Awareness In Store: limited edition of NB equipment bag OOH:NB TCR pre-warm visuals in noticed bus and bus station Internet: trailers on video websites and promotion in running forum and BBS 2.Create Social Buzz Weibo: KOLs WeChat: Running unions 3.Interactive Experience Brand exposure : enhance NB brand awareness Innovated Interaction: feeling the jogging yourself 4. Extend the Influence Apply different media resources according to the city respectively (TV, newspaper, magazine, radio and internet media). Accumulating the previous media report and work through it as an annual brand activity Over 250 media have reported the activity within a year, including those nationwide mainstream media such as CCTV, Dragon TV, Nandu and Tencent sports.

The Situation

NB founded in 1906, has led the U.S. jogging trend over a century. However, the general public in China regard NB as fashionable products instead of professional running shoes. （Brand awareness 9%，running professional awareness 15%）

The Strategy

Unlike other jogging activity, The Color Run (TCR) is honored as the “happiest 5 kilometer on earth”. It is a jogging gala embraced with passion, vigor, health and uniqueness. We have established a strategic cooperation with TCR and aimed to promote this jogging gala into a fashionable, social activity. Participants can experience the joy of jogging through this NB-oriented activity and convert the stereotype of NB as a fashionable brand. TCR will present product display together with interaction, which will enhanced the reputation of NB`s professional status in jogging