"WE RUN JOZI" is a local campaign that I have always enjoyed, and having studied it in a brand communication lecture recently, decided to share it with you. It was launched by creative agency, Joe Public, in 2012 for Nike as part of their WE RUN series which aims to inspire, enable and connect people around the world. The campaign, which became instantaneously successful and which went on to win a Bronze at the 2012 Loeries, illustrates the power of integrated marketing communication. Had the synergy and integration between all of the marketing channels not been so strategically established, the campaign would not have risen to the heights that it did.
The campaign resonated strongly with South Africans who were, and still are, fighting the growing violence in our streets and who are passionate about bringing our country out of its precarious state of safety. What was particularly significant was the fact that the actual run took place on Human Rights Day in South Africa - 21st March - a day which typically celebrates the freedom and equal treatment of all South Africans. It saw 10 000 runners make their way through downtown Johannesburg from Sandton through to Alex, where communities were brought together and where "Jo-burgers" stood up against the ferocity of the streets. The inner city community joined in the party, cheering runners along the route and uniting in a common pride.
Nike South Africa's brand director, Anwar Jappie, said the race was about embracing humanity. "This one-of-a-kind experience has allowed runners the opportunity to celebrate their heritage and freedom. Thousands of people have been able to run freely, connect with and inspire one another by accessing a training zone that is usually off limits."
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