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The Brief:

  • Increase awareness of ASB’s Celebrating Success campaign
  • Support the Above the Line activity with grass roots success stories

The concept:

Auckland’s Round the Bays fun run was chosen as the platform to create a connection between ASB and the thousands of participants to ‘Salute their Success’.  Synergy assembled a cheerleading squad at the 7km mark to cheer on the runners, but saving the biggest cheers for those running in ASB colours.

In addition, stenciled messages of encouragement were strategically positioned along the course for motivational support underneath the thousands of pounding feet.  Photos and updates throughout the day were fed direct to the ASB Social media team to update live during the morning.

The Results:

Our cheerleading squad congratulated, saluted and celebrated alongside the 70,000+ runners. The front runners were very focused and ran through a “tunnel” of support at lightning speed. Whereas the middle bunch and stragglers were the most appreciative and we managed to successfully raise smiles and a sense of ‘Proudness’ that was happily received with just 1km to the finish line.

This was a great campaign to leverage ASB’s proposition of celebrating every day successes, as well as putting a smile on some tired faces.

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