Inspire the average Torontonian to get off the couch and run the Nike RunTO 10 km (in the middle of the SARS crisis). Energize the city throughout the entire campaign period via targeted media that speaks to runners and “would be” runners. Inextricably link Nike with running.

Drive to web/retail for race registration.

9,530 participated in the training runs. 11,500 attended the event, 7,500 runners participated in the Nike RunTO – highest Toronto attendance for any introductory 10 km race. The most successful Nike 10k to date (worldwide per capita). PR coverage = 1 million dollars + Won “Best of Show” at the Canadian Media Innovation and Digital Awards. Running Guy became a local hero signing over 600 autographs!

Over night outdoor domination of the city; Pack of runners as live billboards; Running path decals (media first); Treadmill runners with sign-up sheets on busy street corners; Fruit stickers at the end of training runs; Race day signage – changed pre/post race; The ferries and ferry terminal were also wrapped (media first); Embedded “Running Guy” in sacred morning radio shows content every morning during his training run; All day live radio coverage at the Nike RunTO; Daily inspirational newspaper column by “Running Guy” with cover flash.

To convince Torontonians to get off the couch and run we inspired them with a multi dimensional media campaign. Outdoor was used to own the market and tell the inspiring story of “Running Guy”. We communicated directly with runners in their natural environment where no opportunity existed before and delivered surprising executions on busy street corners. Bringing “Running Guy” to life added the third dimension - running packs throughout the city, training runs, local morning radio star and newspaper columnist.

Based on the insight that you and I don’t think a 10K run is within our grasp – our strategy needed to inspire Toronto. Every action taken was based on 3 key principles: Bring running inspiration to life… The star of our campaign “Running Guy” became a local hero through media exposure;Delivered increased message relevance by engaging the target in local running environments and destinations, where we had to create new media vehicles (as none existed before); Leveraged running icons to garner attention and to communicate in a meaningful and surprising way.