On Cheering zone

On Cheering zone

In August, On launched the Cloudsurfer Next. Additionally, On aimed to highlight their new partnership with the Dam tot Damloop, by also introducing On’s Run Culture during this race.

To make it clear to all runners and visitors of the Dam tot Damloop, that On is the running brand that gets you across the finish line, we created an eye-catching activation that the 70,000 runners and their supporters couldn’t get around —they literally ran through it.

We tied the awareness campaign to the community area, where various running crews came together to cheer on their running friends—and toast to their completed race. This transformed the final stretch into one big On Cheering Zone. Everything was infused with the energetic style of the No Bad Runs campaign. The purple-pink carpet, the lane of large flags, the excited MC and countless enthusiastic On fans gave every runner that final positive push towards the finish line. It was the perfect introduction to everything that On’s Run Culture represents.

The activation wrapped up with an afterparty on a boat that took participants from Zaandam back to Amsterdam. A unique “cool down” experience unlike any before. This was done in collaboration with Indie Runner.

With 102 social posts, a PR value exceeding €242K, and a potential reach of over 2.5 million people, this was truly an activation that no one could get around.