The execution centred on www.goruneasy.com, which acted as the central destination point.To kick start the campaign, we ran a series of unbranded messages (outdoor and virally), connecting with the everyday runner, before unveiling Reebok as the face of the movement, via ATL media.Runners were then invited to create personalised profiles on goruneasy.com, posting pictures, details of preferred routes and music; all linked into partnerships with relevant brands such as Google maps, iTunes and Flickr.

Post-campaign research revealed that 45% of the target had seen the campaign; 76% of all respondents attributed the campaign to Reebok and 72.4% stated that they now pitied ‘hard-core’ runner, rather than admiring them!

Finally, sales of running shoes have increased by 60% since the campaign started.