In 2018, Ryvita entered into a long-term partnership with Cancer Research UK, to help get more people enjoying exercise as part of a healthy lifestyle whilst raising money, all to help beat cancer sooner.
Key to this partnership was sponsoring one of CRUK’s flagship fundraising events – Shine Night Walk. The event takes place in September every year, along a defined route through London’s streets spanning all the famous landmarks. Each year thousands take part in the walk, opting for either a half or full marathon, and this year not only were Ryvita sponsoring it, but also supporting the participants with regular pitstops along the way, serving tasty energy-filled snacks for the hungry walkers.
Ryvita’s challenge – how do we deliver brand presence during the walk, and help keep walkers motivated along the way, on the dark and rainy September night?
What we did
Our campaign was built on securing all possible roadside digital OOH 6 sheet inventory, and deploying these with precision timing to strategically follow the participants throughout the night with motivational messaging and signposting the energy-boosting Ryvita snack pitstops.
We divided the route into zones, and then worked with CRUK to data mine the details from last year’s event at a macro level, to determine when the majority of walkers would be passing through which zones. From here, we worked with JCDecaux’s inventory lookup and booking system, to buy all possible screens along the route at the times that walkers would be on those roads.
By mapping out these screens, we helped Ryvita to create contextually relevant ad content along the way, so that when the ad was served it matched exactly where walkers were along their 13/26mile journey, as well as how far away the pitstops were. The final creatives were brightly coloured and fun, and interlaced with motivational messages to boost morale when we felt these were needed.
The campaign worked like clockwork, with the bright colourful creative driving standout along the rainy night-time route. We fully maximised the brand reach through our targeting of the journey times. All in, we delivered 35,000 hyper-targeted contextual impression across DOOH throughout the Shine Night Walk.