Experiential Creative Lead
at
DDB Prague & DDB FTW Worldwide
Prague, The Capital, Czech Republic, 捷克共和国
| 标题 | Thousand Winners |
| 广告公司 | Geometry Global |
| 广告战役 | Thousand Winners |
| 广告主 | RunTour |
| 品牌 | RunTour |
| 首次发布日期 | 2019 / 1 |
| 行业领域 | 文化、休闲及体育 |
| 哲学 | RunTour, the second most popular running event for amateurs in the Czech Republic, not only wanted to increase participation and generate revenue, but to become the nation’s number one. And with over 90% of amateur runners having no chance at winning a race, RunTour decided to use a little psychology. RunTour reprogrammed all the runners’ RFID tags not only to track each athletes’ time, but also to count how many other runners they overtook – and to reward them accordingly (each overtake became 1% off at the merchandising stands). So, regardless of their position in the race, amateurs were back in competition. Thanks to the marketing investment of just 10 hours of RFID coding, sales shot up by 394%. And with 80% of all participants reported improved performance, registrations for RunTour’s next event have increased by 12%. |
| 媒体类别 | 案例研究 |
| 长度 | |
| Chief Creative Officer EMEA | Howard Smiedt |
| 创意总监 | Julia Dovlatova |
| 联合创意总监 | Lluís Rotger Vidal |
| Creative | Carlos Baer |
| 美术指导 | Andrei Didyk |
| 文案 | Kai Granaas |
| Account Director | Jan Dvorak |
| Managing Director | Martin Pesta |
| Executive Director | Iva Welker |
| 项目经理 | Miroslav Skopek |
| 项目经理 | Nikola Mrackova |