Brand:

MyMarathon

Brief:

We were asked by British Heart Foundation to create a new creative campaign for a brand new fundraising proposition. The proposition is to run a marathon in your own time during the month of May, to raise money for BHF. The target audience was women aged 25-45 who where novice runners. The idea is to encourage people to be active and motivate them to run 26.2 miles at their own pace, wherever they want to run.

The work:

Killer developed the creative execution for the campaign, plus all collateral to support the customer journey.
As part of the roll out we created online films for various stages in the campaign, from acquisition through to reward and recognition, scripts for radio advertising, digital Facebook adverts as well as a range of online collateral and downloads including a sponsorship form, mile tracker, certificate and posters.
The other big part of the project was developing a comprehensive microsite where participants could sign up to take part in MyMarathon and fundraise. This included pages with resources, inspirational content and social integration.
Due to the success of MyMarathon in May, the campaign has been re-launched for September, with Killer leading the creative delivery of additional campaign materials.

Results

Over 31,000 sign ups and over £1 Million raised for lifesaving heart research.