Title	EAT YOUR RUN
Brand	DECATHLON
Product/Service	KALENJI
Category	B04. Use of Ambient Media: Small Scale
Entrant	ROSAPARK Paris, FRANCE
Idea Creation	ROSAPARK Paris, FRANCE
Production	BIRTH Paris, FRANCE

Name	Company	Position
Jean-Francois Sacco	ROSAPARK	Co-founder Chief Creative Officer
Gilles Fichteberg	ROSAPARK	Co-founder Chief Creative Officer
Jean-Patrick Chiquiar	ROSAPARK	Co-founder
Mark Forgan	ROSAPARK	Creative Director
Jamie Standen	ROSAPARK	Creative Director
Julien Saurin	ROSAPARK	Art Director
Nicolas Gadesaude	ROSAPARK	Copywriter
Vincent Rodella	BIRTH	Director
Hugo Legrand	BIRTH	Executive Producer
Sacha Lacroix	ROSAPARK	Director of Strategy
Elodie Poupeau	ROSAPARK	Agency Producer
Victor Faubert	ROSAPARK	Account Manager
Alexandre Ribichesu	ROSAPARK	Senior Strategist
Mickael Mougenot	ROSAPARK	Head of Amplification
Blanche Depondt	ROSAPARK	Designer
Kosuké Tada	Le 6 Paul Bert	Chef

The Campaign

To demonstrate that running with the Kalenji brand is about pleasure and reward - not pain and sacrifice - we collaborated with a Michelin restaurant trained chef, Kosuke Tada, to create a menu where you paid for your meal with kilometres instead of cash. Invitations, in the form of menus, were incorporated into a range of special edition shoe boxes. Runners were activated to run in their new Kalenji shoes, accumulate kilometres, and then come and spend them in the restaurant. We also created a range of gourmet products that runners could buy with their kilometres.

Campaign Success

We took over an existing restaurant in Paris for two days. In collaboration with Michelin trained Parisian chef Kosuke Tada, we designed a three course menu that definitely didn’t shy away from enjoyable, satisfying ingredients such as butter and cream. To pay for their meals, guests showed their cumulation of kilometres on their running app. Data from all running apps was accepted.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 3000 kilometres were ‘spent’ in the restaurant. People made the #eatyourrun their own online, posting thousands of their own meals and runs across all platforms of social media. A online film demonstrating Kalenji's new approach to running was discussed, loved and shared more than 3 million times in 2 weeks- evidence that people enjoyed this new fun way to get into running.

Explain why the method of promotion was most relevant to the product or service

We created Eat Your Run, a pop up restaurant where diners paid in kilometres instead of cash. We activated people to run and accumulate kilometres to spend on meals at the restaurant.

For many runners, running is connected to diet. They go for a run, look at the amount of calories burned and say to themselves, if I eat a cheeseburger now, I’m back to zero and my run is wasted! Our strategy was to take the opposite approach. To say to people: what’s the point of running if you can’t indulge in a great meal afterwards? Another part of our strategy was the fun hijack of data on running apps. Many runners collect data these days, and there are many great apps for doing so. The data collected helps runners improve their performance, and strive to run faster, harder, better. But Kalenji is more about getting out and running for fun with friends. So our strategy was to hijack that data and put it to another use – as currency in our restaurant.