ASICS Manchester Marathon
HGA were delighted to be appointed by ASICS to find an intuitive way to activate their brand and engage with participants at the 2016 Greater Manchester Marathon. ASICS were the main event sponsor, and whilst they already had a number of branding opportunities around the start/finish line and event village, there was a desire to do something a bit different that would create a memorable experience. They particularly wanted to focus on a one mile segment of the marathon that made its way through open farm land, with cross winds and a lack of supporters adding to the ever present challenge of runner fatigue.
Creating the extraordinary
We developed a solution that would not only engage and enthuse the 15,000 participants by bringing the one mile stretch to life, but would also draw in the crowds of supporters from the nearby residential areas.
We started with a high powered PA system which spanned the entire one mile area, playing uplifting music through a chain of connected outdoor speakers, creating a motivational party atmosphere for the runners and supporters alike. To bring the brand to life we lined the side of the road with 3 meter high sail flags featuring motivational messages and imagery from the ASICS ‘want it more’ campaign. The flags were accompanied by large vinyl floor stickers, sharing the same motivational campaign, spread over the one mile stretch under the runners feet.
We then created additional ways to spread the ASICS brand throughout the event village. Simple giveaway’s and keepsakes in the form of hand held flags and helium balloons were shared with people throughout the event village who had turned up in their thousands to show support, whilst vinyl floor stickers guided the crowds to the ASICS trailer and then on to the start line.
Overall the event was a huge success and our objective of putting the ASICS brand front of mind for runners and supporters alike, with a series of memorable brand activation activities was achieved.