A race on stilettos in the high-end fashion shopping street in Amsterdam was the initial idea. The winner would win 10K shopping money. The concept was announced through an integrated communication campaign. The buzzing and teasing campaign announced the run through print, television, free publicity and buzzmarketing. The website supported the concept. The Glamour Stiletto Run campaign climaxed in a guerrilla ‘hit & run’ event, claiming the PC.Hooftstraat one hour filling it with a huge crowd, national and international press and with stiletto wearing shop-a-holics running the race. The Stiletto Run was implemented March 2006 and is repeated March 2007.

Pre Run circulation of Glamour was: 99.900 (per month). The post Run circulation (March 2006) was: 128.000. At this moment it is 160.000, and Glamour is the number 1 in its segment.

There has been a huge amount of free publicity in all major national and international media. During the month of the Run www.glamour.nl is visited 2,5 million times.

The brand awareness currently is 43% and the brand is strongly associated with fun, fashion and uniqueness. All these results were obtained within one year.Glamour Germany, Russia and France adopted the format and organized their own run.