The ‘Happiest 5K on the planet’ needed to sell tickets (5,968 tickets across
four cities in fact) whilst also driving mass awareness and inspiring people to
attend this fun running event again and again, when it was typically seen as a
one-off bucket list activity. We needed to ensure that ticket sales targets
were met nationally as well as in New Zealand.
The opportunity was to bring people back again with something new and ‘dreamy’. We created a campaign focused on enticing past and new potential participants to take action, using engaging image and video formats across social media anchored with Google Search. The campaign promoted the Dream theme, a world where anything is possible, unicorns are real and foam clouds make everything better!
Each campaign for each event in every city had positive ROI and met or exceeded
ticket sales targets.