Title	COW MARATHON
Brand	BIO SUISSE
Product/Service	SWISS ORGANIC PRODUCERS ASSOCIATION
Category	F02. RESPONSE/REAL-TIME ACTIVITY
Entrant Company	LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
Advertising Agency	LEO BURNETT SCHWEIZ Zürich, SWITZERLAND

Name	Company	Position
Peter Brönnimann	LEO BURNETT Schweiz AG	Exec. Creative Director
Christian Bircher	LEO BURNETT Schweiz AG	Creative Director
Christian Stüdi	Leo Burnett Schweiz AG	Copy Writer
Pedro Moosmann	Leo Burnett Schweiz AG	Art Direction
	Xeit Gmbh	Online Production

Creative Execution

There was a Microsite - featured and before the start of the race you could bet on a cow online. For each of the 10 participating cows there was information available for age, fitness and breed. Via Google Maps you could also see, where the grazing field of each cow was. Inkl. a ranking - A continuously updated ranking of the leading cows and the state of the marathon was also featured.

The cow that first covers the distance of 42,195 Kilometers wins. During the campaign, activity on the Facebook-Site rose more than fifteenfold. National and international media covered the story, having more than six million readers learning about the story. Thats more viewers than at the New York Marathon.

Organic cows have a lot more outdoor excercise than other cows. Bio-Suisse made this come alive with a special action for the consumer to be experienced: The world's first cow-marathon. The viewers/participants were able to see which cow was making the running both online and in real time. But above all, more people were able to see for themselves how strong and healthy organically raised cattle can be. Because they live outside in the open air as much of the year as possible, and can dictate their own speed. After 10 days, 11 hours and 45 minutes, it was all over: Maureen was declared the winner of the world's first Cow Marathon.