We have handled UK PR for On since 2011, since then their range has grown exponentially and their quest for developing the perfect running sensation continues. They have also developed a performance running apparel line which compliments their award-winning shoe range.
The On 6am club is the result of a creative collaboration with non-elite performance athletes. The objectives were to use ambassadors to raise brand awareness, to communicate the benefits of different shoes in On range and promote the new performance clothing range. The campaign was also designed to encourage people to run despite their hectic lifestyles and to inspire consumers to achieve their running goals. The activity ran from December 2016 to February 2017
The premise of the 6am Club is that normal people, with busy lives are achieving amazing things through 6am runs. The individual running stories of Kojo Kyreme, Steph McCall and Kevin Quinn – a group of successful runners who train together at 6am – were used as content for the activity. Each ambassador has an inspiring backstory that would catch the attention of the reader and create compelling content. 6am Club video blogs and imagery originated from the athletes own channels.
We struck up a media partnership with Men’s and Women’s Running magazines. This activity took various forms. Advertorials were compiled in the form of a regular column from one of the members of the 6am Club (for print and online). Each week one of the team addressed a timely topic ensuring relevance to On and identified a hero pair of shoes. The media partner promoted those stories through their social media channels using the tag #On6amClubUK. The multimedia content was also shared through On’s social media channels. We collaborated on two solus e-newsletters to Men’s and Women’s Running subscribers (80k).
The early bird catches the worm, through this campaign On reached over 600,000 runners each month.
We started working with On in 2011. At the time we worked successfully to launch On running shoes into the UK market. On, based in Zurich, Switzerland continues to grow apace. The On running shoe is distributed in more than 25 countries in Europe, the US and Asia-Pacific. We have a long-term partnership with On to establish their products in the UK.
We handle all UK PR media relations for On and manage a product seeding programme. One-off tasks have included event sponsorship at The London Duathlon & Richmond Park Marathon and exhibition presence at TCR, The London Marathon Expo, The London Running Show & The London Triathlon Expo. We organised the athlete and team sponsorship programme in the UK and developed promotional initiatives for retailers.
For more information www.on-running.com