RunTour, the second most popular running event for amateurs in the Czech Republic, not only wanted to increase participation and generate revenue, but to become the nation’s number one.
And with over 90% of amateur runners having no chance at winning a race, RunTour decided to use a little psychology.
RunTour reprogrammed all the runners’ RFID tags not only to track each athletes’ time, but also to count how many other runners they overtook – and to reward them accordingly (each overtake became 1% off at the merchandising stands). So, regardless of their position in the race, amateurs were back in competition.
Thanks to the marketing investment of just 10 hours of RFID coding, sales shot up by 394%. And with 80% of all participants reported improved performance, registrations for RunTour’s next event have increased by 12%.
Experiential advertisement created by Geometry, Czechia for RunTour, within the category: Sports.
Chief Creative Officer EMEA: Howard Smiedt
Creative Director: Julia Dovlatova
Associate Creative Director: Lluis Rotger
Senior Creative: Carlos Baer
Art Director: Andrei Didyk
Copywriter: Kai Granaas
Account Director: Jan Dvorak
Managing Director: Martin Pesta
Executive Director: Iva Welker
Project Managers: Miroslav Skopek, Nikola Mrackova