I grew up in Australia and whilst running, Diadora was always a brand that my mates and I always loved. We were always sharing and comparing our success as runners. For us teamwork in the practice of sport at our level was the key to our success. We always had this common understanding about being respectful whilst maintaining a competitive streak with both teammates and opponents. We would always compare our shoes brands and coming from an Italian background it made perfect sense for us to show off our essential principles of who we were when it came to running. We made sure we had lots of fun whilst competing, yes we were in our minds the Diadora familglia.
Special Delivery – We Delivered By Foot.
In a recent campaign, the core essence for Diadora was Joy. It wanted to focus on the joy of sports, and how it can make your days brighter. As we all can appreciate exercising everyday needs to be spiced up. More so the pressure in looking good is all about your inner attitude. Diadora wanted to attract a new audience to inspire and promote a new way to enjoy life, sport and style. Diadora wanted to reinforced that to Make it bright was an attitude. To do this it decided to deliver shoes ordered online by foot to an unknown customer.
So what on earth did it take to get this pair of N9000 shoes to the customer in Barcelona. This was the start of a 1482km relay run. The run took place through the scenic terrains of Southern Europe. Many runners from 10 different countries passed on the shoebox starting from the manufacturing headquarters in Milan, which eventually ended all the way to the final destination in Barcelona.
Thanks to Social Media Marketing, during the run, people were able to take part in the fun. The journey consisted of runners ranging from 19 to 56 years old. There was one guy who flew an airplane for the first time in his life to participate in the relay. There was even one dog and four couples who participated as well.
Like all deliveries the package was tracked in a way not ever been done before. With live updates, through social media conversations and daily live broadcasts. The spectators got to know and witness the runners, and follow the progression from Italy to Spain.
Relive The Race
After the package was delivered people could re-live the whole experience through an exclusive online documentary, TV commercial and social media. You can follow it all makeitbright.diadora.com, where you can meet the runners and understand their motivation. Why would such runners want to take part in this? It’s simple, Diadora brought people together for the joy of sports, to give them a real sense of purpose as teams came together making it bright!