Title | MARATHON DOGS |
Brand | CSOB BANK |
Product/Service | CSOB BRATISLAVA MARATHON |
Category |
D06. Sports for Good |
Entrant
|
MUW SAATCHI & SAATCHI Bratislava, SLOVAK REPUBLIC
|
Idea Creation
|
MUW SAATCHI & SAATCHI Bratislava, SLOVAK REPUBLIC
|
Credits
Jaroslav Vígh |
MUW Saatchi & Saatchi |
Creative Director |
Ivan Tichý |
MUW Saatchi & Saatchi |
Art Director |
Peter Danada |
MUW Saatchi & Saatchi |
Art Director |
Roman Švajka |
MUW Saatchi & Saatchi |
Art Director |
Barbora Grič |
MUW Saatchi & Saatchi |
Copywriter |
Andrej Hrivnák |
MUW Saatchi & Saatchi |
Copywriter |
Ján Stančík |
MUW Saatchi & Saatchi |
Copywriter |
Patrícia Reichlová |
MUW Saatchi & Saatchi |
Strategy planner |
Diana Hromeková |
MUW Saatchi & Saatchi |
Account Manager |
Anh Doan |
MUW Saatchi & Saatchi |
Account Director |
Dominik Turčan |
MUW Saatchi & Saatchi |
Agency Video Maker |
Róbert Ludrovský |
Freelance |
Director |
Why is this work relevant for Entertainment?
We made a campaign that taped in an unique and original way into the culture of runners, connected sport people with nature and dogs, and as a brand we connected with consumers in unorthodox and fun way.
Background
ČSOB Bank si a long term partner of Bratislava Marathon. This time they wanted to promote it in an unique way and to connect it with the foundation activities of the bank.
Describe the creative idea
It’s easier to train for a marathon with a sparring partner. But what if you don’t have one? ČSOB Bank, an official partner of Bratislava Marathon teamed up with the largest dog shelter in the country “Animal Freedom” and introduced The Marathon Dogs. Unique training solution for runners who don’t have a sparring partner. Now they can simply lend one from their nearest Animal Freedom shelter. Runners will be ready for the marathon and the dogs will get a walk. As a bonus runners can adopt their sparring partners, if they like them.
Twenty four dog shelters across the country were part of this campaign. And even though the marathon took place in a limited mode due the pandemic, Marathon dogs have won the hearts of runners and became the most successful campaign of ČSOB Bratislava Marathon in its 15-year history.
Describe the strategy
It’s easier to train for a marathon with a sparring partner. But what if you don’t have one? ČSOB Bank, an official partner of Bratislava Marathon teamed up with the largest dog shelter in the country “Animal Freedom” and introduced The Marathon Dogs. Unique training solution for runners who don’t have a sparring partner. Now they can simply lend one from their nearest Animal Freedom shelter. Runners will be ready for the marathon and the dogs will get a walk. As a bonus runners can adopt their sparring partners, if they like them.
Describe the execution
It’s easier to train for a marathon with a sparring partner. But what if you don’t have one? ČSOB Bank, an official partner of Bratislava Marathon teamed up with the largest dog shelter in the country “Animal Freedom” and introduced The Marathon Dogs. Unique training solution for runners who don’t have a sparring partner. Now they can simply lend one from their nearest Animal Freedom shelter. Runners will be ready for the marathon and the dogs will get a walk. As a bonus runners can adopt their sparring partners, if they like them.
Describe the outcome
Twenty four dog shelters across the country were part of this campaign.
Video invitation for local event had more than 600,000 views (Bratislava population is 450 000). Campaign gained thousands of positive reactions.
Dogs made it into running magazines and also television.
+24,5 % increase in dog adoptions
And even though the marathon took place in a limited mode due the pandemic, Marathon dogs have won the hearts of runners and became the most successful campaign of ČSOB Bratislava Marathon in its 15-year history.