Back in 2013 we partnered with Sure at our very own Freeze Festival, encouraging Festival goers to DO:MORE through a real life experience in the Sure Igloo.
In 2014, Sure wanted to build on their DO:MORE brand philosophy by creating an emotional affinity with their target audience; building perceptions that Sure is active, optimistic, on-trend, daring and dynamic, and a brand with which people are proud to be associated.
Vision Nine identified the inaugural 10km Run to the Beat as the perfect sponsorship property through which to articulate the DO:MORE philosophy. With agreement that London’s most unique music running event was a great platform through which to resonate with Sure’s target audience, Vision Nine negotiated the 3-year title partnership on behalf of Sure and then set about developing and executing the activation plans.
On September 14th 2014, 3 months of planning came to fruition when 13,000 runners personified the DO:MORE philosophy by pounding the streets of Wembley to the motivational beats of ten live DJ’s. With cheerleaders, pacers, fitness trainers and supporters adding to the euphoric atmosphere, runners enjoyed a party atmosphere along the route before arriving at the finish line to the sounds of the 3 headline acts – Sigma, Tom Parker and Nick Grimshaw.
Amongst the crowds, Sure Brand Ambassadors provided runners with cans of Sure compressed and offered them the opportunity to celebrate their achievement in front of the unmissable Sure Boom Box. A huge hit, the Sure Boom Box attracted queues from start to finish and resulted in a footfall of 12,384 and 600 images being posted on the Sure RTTB Facebook page for runners to share their success with friends and family.
A huge hit in year 1, we are already looking forward to Sure RTTB 2015 and helping more Sure consumers to DO:MORE.
“We are delighted with how it turned out. Overall an amazing event which was extremely well organised - so thank you for all your hard work!”
Lena Portchmouth, Sure Brand Manager