To celebrate the launch of the new VECTIV™ footwear, The North Face partnered with Strava to inspire runners (in lockdown) to once again feel the competitive edge and push their limits by allowing them the chance to safely compete against thousands of others.
Well-trodden segments in Berlin, London, Paris, Milan and Barcelona were chosen with FKT’s (Fastest Known Times) up for grabs as well as an overall incentive to run 100K in one month.
Athletes were able to participate through the Strava app with every runner clocking enough mileage entered into a prize draw where they could win bundles of The North Face run gear and VECTIV™ footwear with the ultimate prize of a trail running weekend in the Alps with a member of The North Face Athletes team.
The North Face challenged us to create a multi-channel campaign in 4 languages across 6 countries. This needed to resonate with the core trail running audience to bring about authentic connection through running.
We commissioned production duo Autobahn to create a video that captured the everyday of various trail runners and what running means to them from a physical and mental perspective. Available in 4 languages it lay the foundations in peoples minds upon which to build out more granular & targeted campaign collateral.
We worked alongside The North Face and Strava to create all assets for the online user journey, this was top line campaign awareness, localised social media promotion for each challenge, a page designed to onboard people from the The North Face website, right down to in app assets for Strava so they could create the challenge on their platform.
Engagement was high with over 59M impressions and 5.5M distinct athlete reach. Over 500K athletes took part and 55% completed the challenge running or hiking a staggering total of 37.3M miles.
Together with PHD, Nation and James received Gold at the World Media Awards.
Affiliation with the leading digital product in the running space was priceless for positioning in a new product category, but the app also offered up real world data on our audience.
Not only could we see where people mostly run, but we could support our localised FKT challenges with an outdoor interactive digital campaign. We linked the in app times from Strava with Digital OOH screens, each time a new ‘FKT’ was achieved the screens would be updated in realtime.