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

Name	Company	Position
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.