Skip Wonder Wash | Official Sponsor at the 41st Athens Authentic Marathon
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 120 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.
The Solution
Our idea was to use the various touchpoints and create unique experiences for all attendants. A unique photo booth in the shape and image of a large washing machine was a much talked about station where people had their photo taken and participated in an original contest with big prizes, while thousands of individuals received product samples and had the chance to smell the fragrances of the new liquid detergents. To motivate and inspire the runners of the 5, 10 and 42 kms routes, an inflatable arch and a radio producer booth were set up, throughout the event. And the Skip Runners Team members, all wearing branded t-shirts, enjoyed a warm-up session before their race and made their presence noticeable.
The Outcome
Over 40,000 product samples distributed, thus enhancing product experience.
Approximately 1000 people had their photo taken in the washing machine photo booth.
Over 120 employees took part in the races.
On a qualitative basis, positive comments throughout the 41st Athens Authentic Marathon were heard from our client, other sponsor companies, the SEGAS representatives and passers-by.
