10K Berlin

In 2018 and 2019, Bridgestone enlisted our help to promote their Olympic “Chase Your Dream. No Matter What” campaign in Germany. The challenge was to find a prominent 10-kilometre race that Bridgestone could use to communicate their Olympic Partnership while adhering to the IOC’s stringent rules regarding communications at third-party events. 

We responded by securing the title sponsorship of Germany’s largest and fastest 10-kilometre race: The Bridgestone Great 10k Berlin. This title sponsorship, coupled with an extensive branding package, ensured high visibility for Bridgestone. The participation of ambassadors Fabian Hambüchen, a gymnast, in 2018, and Kristina Vogel, a track cyclist, in 2019, generated substantial media interest and provided an excellent backdrop for the final race of the Everyday Battler Program. 

Through this sponsorship, we navigated the complexities of IOC regulations and successfully captured the content Bridgestone needed from their Everyday Battlers. Both ambassadors competed in the race and interacted with attendees at various points, including the village/dome (Dream Wall), the Start & Finish line, and the podium on race day. They participated in medal presentations and a B2C Meet & Greet media integration, further enhancing engagement. 

Results: 

The activation was a tremendous success, resonating with both ambassadors and consumers. The title sponsorship facilitated content creation and garnered significant media coverage and logo visibility, with branding throughout Berlin city centre and among the 10,000 runners. In 2019 alone, the event generated approximately 180 articles, reaching an audience of over 84.1 million. The event attracted 30,000 spectators and volunteers, and had 7,000 active participants.