The hardest part of training for a marathon is staying motivated every day. Studies show only 30% of first time marathoners make it to the start.

The My ASICS app on Facebook transforms the Facebook timeline into a future facing one. Filling the void between setting a goal and reaching it, with inspirational films, quotes and advice, that like an advent calendar, are timed to release at key moments.

My ASICS rallies your social network; allowing friends to add their support and to share your progress. It's a mental and physical training plan that gets you to the marathon start line.

To maximise effectiveness, we took the experience to the consumer, holding it in Vondel Park, one of Amsterdam's most popular running locations. Our time obsessed target audience constantly seeks improvement, so the speed camera installation not only measured their speed, it displayed cleverly crafted motivational messages in our distinct ASICS brand voice.

A camera, mounted on the display, snapped a photo and printed the runners image and speed on a 'speeding ticket', which could be redeemed for a free ASICS Foot ID at the flagship ASICS store next to the park entrance.

Staging the event next to the store made it easy for runners to follow up on the free offer. Both individuals and groups engaged with the speed cameras and boards, with almost all free offers being distributed.

The event was documented and later shared online, driving conversation around the brand and curiosity about the event in Vondel Park.

During the Speed Cam event, 95% of the free Foot ID vouchers were distributed. The event attracted hundreds of runners and passer-byers in the park. There was an excellent response rate from athletes, who expressed their intrigue and delight in the project. Runners continued to pass by time and time again, intent on getting a better speed each time. We learned that runners would very much appreciate it if the speed camera were a permanent fixture so improvement could be gauged week after week, or even year after year.