Yesterday morning, Virgin Active pulled a sneaky one on Sydney’s biggest running race with a real-life demonstration of their commitment to ‘going the extra mile’ – creating a second finish line exactly one mile after the race’s official end.
Elite runners from the Sydney Striders running group shocked onlookers by not stopping once they passed the official finish line of the City2Surf, continuing to run past the crowds towards Virgin Active’s second finish line in Marks Park, Tamarama.
“We wanted to inject a bit more fun into Sydney’s most iconic fun run,” said Adele Rogers, PR and social media manager at Virgin Active.
“Virgin Active is all about helping people go the extra mile, so what better way to show this than by actually getting people to do it.”
Sydney Striders’ Dave Criniti, who came ninth overall and was the first to cross the second finish line, said: “When Virgin Active contacted us, we were initially surprised, but it sounded like a laugh, so we decided to do it.
“We’re serious about our running, but it’s just a bit of fun anyway. It seemed like a perfect fit.”
Scott Huebscher, executive creative director at Marcel Sydney, the agency behind this stunt, said: “Virgin have a history of doing audacious and cheeky stunts, so this felt right on brand.
“It was guerrilla marketing in the truest sense. Credit to our Virgin Active clients and agency staff for all mucking in to make it happen.”
Virgin Active ambassadors Jill Wright and Brittany Bloomer were there to give support.
Agency: Marcel Sydney
Client: Virgin Active
Head of brand and marketing: Anton Brown
Social media and PR manager: Adele Rogers
Production company: Paperhouse Productions
Director/editor: Tim Kindler
B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]
The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]
On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]
JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]
Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]
PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]