Mercedes 10k

The Challenge / Opportunity:

Mercedes-Benz communicated to us that their Oakville, Ontario store was turning 50 in 2009 and were looking for a unique way to celebrate the anniversary. They also wanted a sustainable marketing program that would increase consideration and awareness for the Mercedes-Benz brand in the market, and position the brand as more approachable.

What We Did:

With more runners per capita in Oakville than any other place in the country and a hole in the spring running calendar, the natural fit was to introduce a new and unique running event - the Mercedes 10k - the only running race in the country to offer a car as a grand prize.

Program Results:

While first year 10k running races usually deliver 300 participants, we sold the race based on delivering 500 in year one. One week prior to the event, registration closed at 1000, making this one of the largest first year 10k’s ever in this country. In support of our client and the event charity, InField delivered meaningful interactions with the Mercedes-Benz brand and delivered better life experiences for those in need, via the United Way.

Links

WEBSITE:Mercedes10k.ca

FACEBOOK:Mercedes 10k Facebook Group