ASIA-PACIFIC – MELBOURNE, AUSTRALIA, FEBRUARY 16, 2011 – Nearly 1500 Melbournians looking for love took their search to the streets over Valentine’s weekend for the first-ever PUMA Love Run, a unique and new fun run event developed by Ogilvy Group Melbourne.
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The Love Run, organized and developed specifically for PUMA, kicked off on Saturday, February 12 at Birrarung Marr with two fun runs, followed by a love-inspired after-party featuring Nova’s Jody Mcleod and Miami Horror. The event helped bring the brand’s essence of ‘joy’ to life and explored PUMA’s lifestyle positioning of the ‘After Hours Athlete’.
The inaugural event was supported by a range of campaign elements, including viral, online, eDM, instore POS, radio, street press, plus on-street promotional activity via the specially-created PUMA ‘Love Squad’.
Campaign elements used the tagline ‘meet someone fit’, and aimed to capture the attention of “people who like to stay healthy and get involved in things”, in the words of Ogilvy Group Melbourne Executive Creative Director Michael Knox.
“The PUMA Love Run was created as a fun event for people who love staying fit and the challenge of exercise but are not necessarily elite runners; the perfect fit for PUMA’s positioning of ‘joy’,” explained Knox.
As part of the Love Run, participants wore different color tees indicating if they were single or if ‘hooked up’. Runners could undertake a 4.5km ‘cheeky quicky’ run, or a longer 6.5km event.
Knox said Ogilvy Group Melbourne developed the strategy for the event after noticing that runners often trained alone. “We thought it would be a great experience if PUMA could bring these runners together in a social sense, and help connect people together in a fun, fitness-inspired way. But we needed to make it different from the other fun-runs and Valentines Weekend provided the perfect inspiration.”
