The London Marathon 2021 brought together 50,000 runners from all over the UK, along with many 10’s of thousands of their family and friends, back to the centre of London for a celebration of running and charity endeavour.
Briefed by Ashfield Health to identify experiential opportunities for their healthcare client Flexitol, we saw the marathon as an opportunity to sample this footcare product to those in need of foot balm, and moisturiser, after months of gruelling training and the race itself.
Flexitol allocated over 90,000 samples to the activity which was an unprecedented number to be sampled on just one day.
Key KPI’s were:
To achieve the target number of samples, and ensure we reached as many marathon participants and supporters as possible, whilst not being an official marathon sponsor, we identified travel hubs and Westminster as locations ideal for reaching our audience.
We anticipated that many runners, and supporters, would be from outside of London and coming into the city for the day by mainline trains, before returning post-race to key overland travel hubs through central London underground stations.
On the day of the race Purity Staffing supplied a team of 43 brand ambassadors distributing samples from 7am, and undertaking consumer research, inside 3 mainline train stations (Euston, Victoria and Waterloo) and around key underground stations in Westminster.
Over 91,000 samples distributed in a single day.
82% of participants said they would be likely or highly likely, to recommend the product to friends and family.
25% of people surveyed said they had heard of Flexitol, but after being given a sample 73% said they would be likely, or highly likely, to go on and purchase the product.