Whether you’re running, cycling, hiking or walking to raise funds, active challenges cover a diverse range
of organised sports events. From 5k runs and half marathons, to toddler walks and long distance bike rides.
Tommy’s, the charity saving babies lives, were about to embark on a top secret and ambitious business challenge. They wanted to create a brand new closed-roads half marathon, in the City of London. Setting up an event of this scale is a huge feat for any organisation, let alone a lesser-known charity with limited resources.
We were invited to get on board at the research stage, so we jumped at the chance: The opportunity to be part of another ground breaking charity event couldn’t be missed. We worked with Tommy’s to come up with the London Landmarks Half Marathon name, ‘the quirky, the grand, the hidden’ strapline and a striking yellow and pink visual identity, which would firmly establish the event’s place in a crowded market and help Tommy’s and their partner charities to raise over £5m in the first year alone.
When it comes to sports events – from half marathons to sponsored walks – there are hundreds on the market. Our approach is to take an event and give it a real sense of purpose; providing clear reasons to choose this one over any other.
We bring our commercial expertise to every campaign: making it collective where possible, as sport can be very tribal and group orientated, while also knowing that participation is usually driven by inner willpower and the need for achievement – no matter what level you are.
Whether we’re refreshing a well-established product like The Big Toddle or creating a brand new identity like London Landmarks Half Marathon. We consider the audience motivations and look for ways to make the proposition unique to the charity.
Our job is to give your charity ownership of the event – ensuring your creative campaign stands out amongst the crowd. By making it interesting and adding a touch of cool to the event name and the look and feel, we can appeal to audiences and drive sign ups. As an added benefit, you’ll end up with a clear product identity that can be used for all elements of the event, such as the landing page, sponsorship forms and signage on the day.
Driving fundraising is essential to event success, so we constantly look for new ways to inspire supporters. We look to recognise their personal achievement, make them feel like part of a collective force for good, and remind them about the impact of their fundraising. We also find ways to offer value exchange – providing support and surprises along the way, so they’re motivated to do even more for the charity.
Lia FylesRace Director, London Landmarks Half Marathon “Selecting Killer Creative to create the visual identity for the London Landmarks Half Marathon is without question one of the best decisions I have made during my 11 years at Tommy’s. The public reaction to the visual identity has exceeded all expectations and has been so successful for us that it has led us to produce a range of LLHM merchandise. The Killer team were creative, engaged, passionate and nothing was too much effort for them. I would highly recommend them as an agency to work with.”
|£4m Raised in Year 1||70k Hits on the registration page when it went live at 9:30am|