Context
Financial services provider NN and sporting events organiser Golazo share a common goal: supporting and motivating people to stay healthy and keep moving. As sporting events were scrapped, both parties joined forces to keep this mission alive during the pandemic.
Objectives
– Generate a feeling of unity and provide a social cohesive
– Create an immersive experience, as if the event of choice is really happening
– Motivate participants to maintain a healthy lifestyle, no matter the circumstances
– Create a virtual qualitative alternative for real-life running events
Concept
The first event invited all runners in the Netherlands to run together, but separately, on the same day: the NN Running Day on October 11. A new app, MyTrace, was introduced. The app allows you to start the event wherever you want, you can even start from your own doorstep. A unique atmosphere is created by audio messages as you are told about landmarks you would have passed during the real event. You also get real time info about your position in the wave you started in and are motivated along the way. After the run, results are shown in a digital leader board.
Outcome
Over 21,000 runners from 55 countries participated. This led to numerous enthusiastic requests for a follow-up event. So, the second NN Running Day was launched for the 24th and 25th of October.
