The company’s goal was to attract runners to take part in the Adidas Community Code, a relationship program with many benefits and specific activities to improve runners’ performance and quality of life.

We used the great races to reach our target participants. Not only are the race participants ideal to join our community, but the environment is also favourable.We had many photographers snapping each participant in a moment of the race. We could find out the runner’s data through their numbers and what we did was to send them a direct mail with a fake fine which should resemble a fine gotten through photographic radars.The penalty was due to their being in low performance and it was suggested that they should join the community to improve their performance.

12. 326 fines were sent.

5214 runners joined Adidas Community Code.