The brand claim of Supporter of Your Life was brought to life through various actions at different touchpoints. First of all, in a pre-campaign, by discovering what type of runner you were through an
online quiz, you could win one of the 500 free AG Antwerp 10 Miles entries.
At the next step, when buying your event shirt, runners could chose a motivational slogan to be printed on the back of the shirt. In this way, the runner supported the runner behind him. During the race, a big cheering lane with supporters, music and DJ, was set up to motivate and support the runners.
At the finish, an innovative range of photobooths was set up to celebrate individual finishing times. Upon arrival at the booth, the finish time was displayed on high end LED boards and could be shared with fans & family.