Best Use of Virtual Experiences – A campaign, activation or platform that responded to the COVID-19-enforced lockdown with an innovative new approach to connecting fans and audiences, despite their social distance and the lack of live events
Application (to be no more than 250 words):
Vhi, Ireland’s leading health insurer, has been title sponsor of The Women’s Mini Marathon since 2014. It’s a female only annual 10km event with over 30,000 participants every year.
Vhi’s objective is to drive relevance with a younger female audience and to inspire people to discover their healthiest self.
For the second year, the event took place virtually due to Covid-19 restrictions. With learnings from 2020, we had an opportunity to create a campaign that engaged with the target audience and drove participation. The 2021 Vhi Virtual Women’s Mini Marathon was a virtual 10km that took place on the 19th of September. We set a target of 10,000 participants.
Vhi developed an ambassador strategy to engage females, working with four notable Irish women highlighting their stories and key brand messaging to our target audience through media engagements and their social channels.
The campaign included;
- A media launch engaging news, lifestyle and health media
- An ambassador social content campaign over a 12-week period
- Expert-developed nutrition and training plans
- Vhi Running Start Podcast
- Nationwide Vhi Refuelling Stations on Race Day
- Free entry for Vhi customers
- Branded t-shirt, neck buff and medal for participants
The phenomenal results demonstrate how to overcome COVID-19 challenges, creating something truly special.
Results highlights:
- 13,387 participants, 34% higher than targeted
- €220,607 raised for charity
- 59 pieces of media coverage, valued at €1,000,000
- 2.5m Total Impressions and 2.5m Total Reach from Ambassador Social posts
