Intro
Skip, leader in the laundry segment in Greece, launched its new Wonder Wash range, promising great results even in the short 15-minute wash cycle. With Usain Bolt as its global ambassador, Skip decided to become one of the official sponsors of SEGAS and the Athens Authentic Marathon.
The Challenge
The challenge was to create a unique experience for the runners of this leading athletic institution, while showcasing the new launch to over 100,000 individuals who passed through the Sponsors Village, motivating the runners during their courses and embrace the over 100 Unilever runners, i.e. to make Skip’s presence noticeable throughout the 2-day event. But, how could a detergent fit in and stand out among brands who are much more relevant to sports? Our task was not “straight forward” and easy to carry out and had to use the various touchpoints and create unique experiences for all attendants.
The Solution
We proposed and constructed a branded container designed as a launderette: widely visible at the main venue, the Sponsors’ Village, and very popular and differentiated, it attracted people’s attention and welcomed thousands of individuals who participated in the various activations.
A photo booth imitating a running magazine cover and a “15 sec challenge” to separate clothes based on their colors and win grand prizes were among the highlights, while thousands of individuals had the chance to smell the fragrances of the new liquid detergents and get product samples from the specially designed vending machine. To inspire the runners of the 5, 10 and 42 kms routes, an inflatable arch and floor sticker were set up, while the Skip Runners Team members, all wearing branded t-shirts made their presence noticeable.
The Outcome
Over 40,000 branded bracelets distributed, thus enhancing product experience
Approximately 1000 people had their photo taken in the washing machine photo booth
Over 100 Unilever employees took part in the races
On a qualitative basis, positive comments throughout the 42nd Athens Authentic Marathon were heard from our client, other sponsor companies, the SEGAS representatives and passers-by.
The container concept has been very popular ever since and used in retailers’ venues several times, alongside the “15 sec” activation-competition!
