The Vhi ‘More Than Running’ campaign aimed to drive attendances to parkrun and deliver meaningful results to Vhi as a brand, as well as highlighting the multiple available opportunities and health benefits associated with partaking in parkrun. parkrun encompasses jogging, walking and volunteering.
The summer campaign began with a PR launch with Vhi ambassadors – former Olympian David Gillick, former jockey and Dancing with the Stars winner Nina Carberry and exercise physiologist Dr Brian Carson. We derived the campaign’s key messages from research provided by Dr Carson into the benefits of just a small amount of exercise per week. These key messages were utilised in our ambassador’s interviews, as well as any press materials.
Our ambassadors visited four parkrun events across Ireland as part of the Vhi More Than Running Roadshows throughout July and August. The presence of ambassadors helped engage our target audience and drove attendance, bringing along new participants who were previously inactive, where they experienced firsthand the improvements to their fitness, physical health, happiness and mental health that parkrun could offer.
The Vhi More Than Running campaign delivered across the board on the various objectives Vhi had set during the planning stages, helping Vhi’s customers and other participants live longer, stronger, healthier lives.
