| Title | MOVING TRACKS |
| Brand | RUN WITH HEART FOUNDATION |
| Product/Service | RUN WITH HEART FOUNDATION |
| Category |
A01. Activation by Location or Proximity |
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Entrant Company
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SAATCHI & SAATCHI POLAND Warsaw, POLAND
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Advertising Agency
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SAATCHI & SAATCHI POLAND Warsaw, POLAND
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Advertising Agency 2
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INTERACTIVE SOLUTIONS Warsaw, POLAND
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Credits
| Kamil Majewski |
Saatchi/Saatchi/Interactive Solutions |
Executive Creative Director |
| Patrycja Lukjanow |
Saatchi/Saatchi/Interactive Solutions |
Associate Creative Director |
| Piotr Osiński |
Saatchi/Saatchi/Interactive Solutions |
Associate Creative Director |
| Olga Dąbrowska |
Saatchi/Saatchi/Interactive Solutions |
Account Manager |
| Eliza Kurek |
Saatchi/Saatchi/Interactive Solutions |
Agency Producer |
| Maria Gołosz |
Saatchi/Saatchi/Interactive Solutions |
Agency Producer |
| Grzegorz Michlicki |
Saatchi/Saatchi/Interactive Solutions |
Programmer |
| Michał Księżuk |
Saatchi/Saatchi/Interactive Solutions |
Creative Technologist |
| Rafał Bauer |
Saatchi/Saatchi/Interactive Solutions |
Head of Digital Design |
| Adam Węgrzynowicz |
Saatchi/Saatchi/Interactive Solutions |
Animation |
| Piotr Jakubowski |
|
Illustrator |
Creative Execution
Moving Tracks is a simple mobile website, which uses GPS to measure the speed of your movement, and senses when you’re running. The song starts playing when you reach 7 km/h, but if you stop… the music stops too. To promote the campaign we used a media channel that’s most influential on teens- the voices of their favorite music artist. Artists posted videos on their social media channels encouraging teens to go for a run and be the first to hear their new track. We also gained high profile PR on TVN24 – the most important news channel in Poland.
The project is still ongoing, but in just the first weeks of the campaign we managed to reach 500 000 people with our idea encouraging them to get outside and get moving. We gave the Run With Heart Foundation the highest amount of PR in their organizations history by partnering them with some of the biggest music labels in Poland - Sony, Universal and Warner Music. All labels have agreed to an ongoing partnership with Moving tracks with more and more artists set to premiere their tracks on the site in the coming weeks.
Over 50% of teens in Poland don’t do any exercise - it’s a huge problem leading to health problems and even obesity. The Run with Heart Foundation asked us to find a new way to encourage teens to get moving. To do so, we leveraged a universal truth among teens - that they always want to be the first to hear new music. We got some of the biggest Record Labels in Poland - Sony, Universal and Warner Music to join forces and give teens a strong incentive to get moving. We created Moving Tracks - a mobile website that plays exclusive, unreleased songs, but on one condition...the track only plays when GPS detects you are actually running. To encourage kids to keep coming back to the site, and therefore keep running, Moving tracks features one new song from a new big name artist each week.