By riding next to the runners inside a Nike Van (which informed the day of the marathon) and our cheering over the loudspeaker, we created a playful moment while enriching the runner´s experience.

Thus, we crafted an opportunity to engage the target for the communication of the Nike 10k Marathon.

The song ¨Eye of the tiger¨, from the movie Rocky, enhanced the whole action with the playful-entertainment concepts inherent of the D-day.

20000 participants were required for the marathon.

We communicated via outdoor, digital mailing and the park action.

We met 20000 the first week of the campaign.

The only communication that continued until the day of the marathon was the park action due to its huge success among the target.