But these weren’t just any wake-up-calls.

We pumped energy into morning runs by inviting radio listeners to nominate friends for a live unprompted wake-up call with famous Nike elite athletes in four cities.Camera crews, athletes, friends and listeners gathered in front of the lazy friend’s house at 7 a.m. Once they woke up, we asked the surprised (and sleepy!) runner to lace up and start clocking up the kilometres in the men vs. women challenge.We kick-started with a viral campaign on YouTube and Tuenti, selected sites and blogs distributed celeb wake-up videos and revealed wake-up locations prior to the first one to pique interest. Spain’s highest rated radio morning show presenters ensured the concept came alive on a large scale by inviting listeners to nominate victims and announcing rendezvous. To generate further media value, we created 10 minute micro-programmes for TV and online with Spanish leading media partner.

We ran rings around our goals:• Awareness increased 62%, 9% points above 20% target• Spain sprinted from last to first place in the challenge registration, ranking first not just in Europe but in the world• Spain’s registration base increased 25% within the first 10 daysWe secured healthy reach and engagement: • 80,000 viral views before 1st wake-up call• 10,500 web-users• 870,000 18-30-year-olds reached daily via radio• 225,000 through press coverage• 174,000 viewed the events via social networks with…• …5,000 saying they would join the runs to add kilometres to the challenge