intro

Capturing the imagination of masses with a campaign that pushed their limits.

The Event:

Airtel Delhi Half Marathon, Pre-Event On-Ground Activation, 2018.

The Brief:

A month prior to one of Delhi’s biggest social event for a good cause, its title sponsor had to hype up the strategic promotions around the Airtel Delhi Half Marathon.

The Solution

The idea had to be innovative yet simple for it to appeal to the masses. Since Airtel was to host the event at the launch of Auto Expo, Match the Fastest was the perfect fit for a promotional activation.

Since our target audience was a niche group, the best way to capture their attention was to… make them run! A custom-made treadmill with all safety precautions was set to the speed of Eliud Kipchoge, previous year’s champion with a speed of 21.2 km per hour. All the participants had to do was to take the challenge and see if they could match the fastest.

The Highlights

  • The concept was a big hit, with over 200 determined runners taking the challenge.