In 2017, society adviser & technical consultancy firm Ramboll in Sweden concluded that low brand awareness and unclear image severely limited our ability to grow. We decided to use a new sponsorship as the heart of our brand marketing strategy and became the title sponsor of Stockholm half marathon.
Leveraging the insight that running is the most popular sport in Sweden, we chose running to impact as many Swedes as possible (40% of Swedes claim to be runners). With the sponsorship as a platform and reason to speak, we developed a whole new digital application to stimulate Swedes all over the country to practice running.
The result was ShapeRunner, the world’s first and only app for figure running! Marketing of ShapeRunner was done entirely online through YouTube, Facebook, Instagram, LinkedIn and Google AdWords using account-based marketing to reach our target groups.
The results from the first three years of Ramboll Stockholm half marathon are amazing!
More than 70.000 people have now downloaded ShapeRunner and the numbers keep on rising. Ramboll brand awareness has risen 27% over the past three years, that means +927.000 people more know about our brand today compared to 2017. The number of participants in Ramboll Stockholm half marathon increased by 35% between 2017 and 2019. The business impact for Ramboll over the past three years has been a +455 million SEK growth.
And maybe best of all, through the sponsorship and its activation we brought our brand promise to life: Sustainable societies begin with sustainable people!