This document outlines Nike's 2005 Run London initiative which aimed to turn occasional runners into dedicated runners who would run throughout the year, not just for single races. The key elements included weekly training runs building up to a 10K event in October, and getting Londoners to make public pledges to run regularly for the whole year. This public commitment was identified as an effective way to inspire people to stick with long-term goals like running consistently. The campaign launched with outdoor and transit advertising in London promoting the training program and upcoming 10K event.

1. 2005

2. The issue
Success at getting Londoners to run the 10K event
But many train for that, then stop
We wanted to set them a bigger challenge

3. The Nike offering
Weekly training runs at key parks across London building up to the event
3 x 10K runs in Hyde Park, Victoria Park, Battersea Park on Oct 16th
5K runs throughout the year

4. The objective
Turn people into more dedicated runners
Make them runners, not just racers
Keep them running throughout the year
Long-term relationship, not just a fling
Nike’s role was to help, encourage and inspire these Londoners to…
run more, throughout the year

5. The insight
We’re asking people to do something over a longer term
What makes people stick to doing something long term?
Inspiration came from the attitude of people doing their first marathons…
“I’ve got to finish it, because I’ve told people that I will”

6. The idea
Making public pledges
Once you’ve pledged to do something, to your friends and family,
you’re much more likely to do it
A matter of pride/ embarrassing not to
We got Londoners to pledge, publicly, to run throughout the year…

8. The Launch

9. Friday 12th Aug

11. Monday 15th Aug

12. Online

24. Underground 48$

25. Underground 48$

29. Bus Sides

31. Underground Ticket Barriers – Canary Wharf

36. Tuesday 16th Aug

38. Wednesday 17th Aug

40. Phase 2 - launch
Email data base Mon 22nd Aug: Communicate start of training runs
Metro single page Fri 26th Aug: Focus on the event
Capital FM promotion w/c 29th Aug: Communicate to broader London audience
about the training runs and event
Metro 4 consecutive strips Wed 31st Aug: Focus on event
Metro consecutive single pages Wed 7th Sept: Focus on parks

41. Metro Friday 26th August

43. Metro Wednesday 31st August

44. 4 consecutive strips

45. Metro Wednesday 7th September

47. … other Run London collateral