Cannes Lions

MIZUNO CHALLENGE

TALENT, Sao Paulo / ALPARGATAS / 2013

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Overview

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Overview

Description

Brazil is very popular for soccer. Therefore, brands and media players invest most of their resources and attention in it.

This situation makes brand content generation for traditional media dificult and the internet is important in the development of other types of sports. Having this in mind, the development of such sports and turning them into popular ones requires joint efforts from both brands and advertising agencies.

Execution

Brazil has over 3m runners.

One of the reasons that contributed to the growth of this modality, is the sponsorship by many different brands, which makes possible over 1200 annual races to be run.

A marathon only lasts a few hours, but the preparation takes much longer, and there are also many prior months of constant training and performance improvement.

AND IT IS HERE THAT MIZUNO SAW ITS OPPORTUNITY.

Instead of just sponsoring a race, we also sponsored the effort, the preparation and the evolution of more than 27,000 runners.

Outcome

We managed to make an event of just 4 hours, actually last for 8 months, with daily brand experience.

We also had spontaneous media exposure for the entire 8 months, with more than 820,000 people seeing the project as a winner.

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