In the lead-up to summer, independent integrated agency JOY has joined forces with Brooks Running to launch ‘Run Happy’, an uplifting campaign encouraging Australians to get out and experience the mental and physical benefits of a run.
Acknowledging life doesn’t always run smoothly, the campaign transitions from ‘unhappy’ to ‘run happy’, positioning Brooks as the solution to shared pain points, whether escaping a stressful day, avoiding the daily commute, or reducing your carbon footprint.
While Brooks Running has always had a stronghold with serious runners, JOY’s fresh approach, apparently aims to recruit from a wider pool of people who run, but don’t necessarily think of themselves as runners. The agency is using a multi-channel strategy that includes gyms, targeted digital media, publisher partnerships and ambient advertising on running tracks around Australia to get their message out.
Amelia Thackaway, JOY’s general manager and media director, said, “The Brooks campaign is designed as an end-to-end integrated solution. We’ve used a range of insights to design the full consumer experience, employing data-driven tactics to deliver highly targeted, creative messages through the customer journey to drive engagement and impact. The campaign features bespoke content, health and fitness touch points in real-world and digital environments and of course social, We’re excited to see this drive results for Brooks.”
Raj Jain, general manager of Texas Peak (Australian distributor for Brooks Running) said, “Run Happy talks to a genuine truth about the transformative power of running. A truth that we’re looking forward to sharing with more Australians through our integrated campaign with JOY. Our solution is built on the back of powerful data and deep insights as well as the launch of new
running technology, so we’re very confident that we will be driving some great results as well as connecting with Australians emotionally”
The ‘Run Happy’ campaign launches across major gym networks, outdoors, and online from October 24.
