Cape Town 12 ONERUN
FNB Business approached us to help them launch a new race, the FNB Cape Town 12 ONERUN, to the South African market. The question was – how do you inspire runners from all walks of life to sign up for an inaugural 12km race, sponsored by a bank?
In a market already saturated with sports events, we knew that we would need to focus on how we could make the event shareable. Because every person/business runs on something, we developed a website that gave runners a place to share the reason they run
through social media, as well as spread the word by challenging their friends, family or other businesses to enter and share their own reasons for running.
More than 10 000 runners entered the FNB Cape Town 12 ONERUN 2015 inaugural race. While the strong concept has been a draw card, it is the campaign’s shareability that makes it unique and drives people to want to participate in it, together.
Social Media Campaign