brief
On wants to engage with Gen z. People who already regularly exercise, ones who are dipping their toe in and those who are yet to start. There should be links to On's use of Swiss engineering in the development and design of their products. Their mantra ‘Feel nothing. Too feel everything.’ Needs to be reflected in an integrated campaign. The outcome should resonate with the dynamic and energetic lifestyle of the audience.
solution
Start Running... On’s Challenge to Gen Z
Helping build a running habit through three 10-week training plans, offering goals of 10k, 15k, or 21.1k. Rooted in habit theory, which suggests it takes 66 days to form a habit, the campaign is designed to make running part of everyday life. Participants will receive resources and support via a website hub, with the campaign promoted across social media and out-of-home advertising to engage both new and existing customers. Inspired by On’s Swiss engineering, the campaign mark features a pattern drawn from the brand’s CloudTec sole, reinforcing its connection to running.
Helping build a running habit through three 10-week training plans, offering goals of 10k, 15k, or 21.1k. Rooted in habit theory, which suggests it takes 66 days to form a habit, the campaign is designed to make running part of everyday life. Participants will receive resources and support via a website hub, with the campaign promoted across social media and out-of-home advertising to engage both new and existing customers. Inspired by On’s Swiss engineering, the campaign mark features a pattern drawn from the brand’s CloudTec sole, reinforcing its connection to running.
How It works
The run plans are available to download from ONs start running web page. this means participants can keep it digitally and or print it out. they are simple training plans which aren't intimidating. There's no set days or paces its all about achieving the distance and getting out!
Out-of-home advertising
Due to ON wanting to target Gen Z who isn't typically their usual customers they need some out of house advertisement. clear imagery of running and community emphasising ONs encouragement.
Social media
Advertisement will guide people to ONs Instagram and website so its important that they show their support for their participants there as a reward but also encouragement to other. TikTok is crucial in talking to Gen Z. The power of influencers undeniable but it must be someone who aligns with ONs messages and aesthetics. That's why having TommyRunPT is the perfect match, he doesn't care or the running trends and spreads positive messages while achieve great distances.
