1. Goals and assumptions

   Goals of the Run Warsaw online communication:

   1. Informing Warsaw citizens about the event and inviting them to participate in it.
   2. Inviting Internet users to register online, enabling them to choose their own start number.
   3. Gathering even more participants than the year before (10.000 people).
   4. Creating an original and appealing design reflecting the brand’s modern character.

2. Project fulfilment

   

   We provided full online communication for the Run Warsaw 2007 project – from website to mailing and campaign.

   1. Preliminary site and online registration
   2. Final site and online campaign
   3. After Run Warsaw – result browser application

   A. Preliminary site and online registration

   We designed the website coherent with offline concept provided by an ATL agency. The slogan for this years run was “One run, thousands of reasons”, which stressed the fact that everyone can run for their own specific reason and there’s no need to be shy about it. The idea was represented by several cartoon characters, each with their own story and a unique reason to run.

   On May 15th the preliminary version of the website was launched.:

   • For the first time users had the possibility to register online.
   • Users could choose and book their own start number.
   • As well as send an e-mail inviting their friends to take part in the event.

   The site maintained the cartoon style of the offline communication.

   B. Final site and online campaign

   

   On July 31st the final version of the site was launched, with complete information about the run and accompanying events. The sites design resembled a comic book, with a “narrative” menu – from start to finish line.

   • In order to stress the diversity of reasons to run, we enabled the users to share their own motivations – with 100 chosen reasons published online.
   • We showed the cartoon characters’ stories enhanced by interesting animation.
   • Accompanying events and activities were also an important part of the site:
     • Attractive display of Nike Running products
     • Propositions of exercises and promotion of Ścieżki Biegowe (Running Paths) project were also included
     • As well as Nike Plus running rivalry among sport office staff of popular radio shows and newspapers

   The online campaign was based on the characters used in the offline campaign and on the website. The animation stressed the comic book effect.

   C. After Run Warsaw – result browser application

   

   On October 8th, the day after the event, the last and final section of www.runwarsaw.pl site was launched – the “Finish” section with result browser application integrated with the gallery.

   "Finish" section:

   • By entering their name, surname and/or start number, the users can find out what their result was...
   • ...as well as see 10 photos showing them approaching and crossing the finish line.
   • The gallery consists of 150 most interesting photos.
   • The users can watch and download 3 movies showing preparations before the run, its course and participants’ opinions.

3. The campaigns success

   The coherent offline and online communication with creative and modern visuals and up-to-date online applications resulted in a surprisingly high number of participants in this years Run Warsaw – over 18 thousand people.

   Run Warsaw 2005 and 2006

   

   The site dedicated to Run Warsaw 2005 was based on our own idea of using black & white photos of Warsaw buildings and statues on the yellow background (yellow being the main colour of the offline campaign). In 2006 we used uniform backgrounds inspired by different kinds of surfaces: asphalt, grit, pavement, sand, tartan, grass etc. On these surfaces we put tints containing information about the event. Each page received a differently shaped tint.

   Both sites’ main characteristics:

   • up-to-date and dynamic => it was addressed at active people, young in spirit
   • unusual and inspiring => referring to ATL creations
   • interactive => utilizing the opportunities offered by the Internet
   • interesting graphic art, up-to-date animations and solutions => presenting Nike as a bold, creative company

   Each site was accompanied by an online campaign.

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