Campanie
General Information:
Strategic approach:
| Strategic approach: |
Evryo Group owns the largest network of prosumers in Romania and distributes electricity to a quarter of the country. Its operational area covers 7 counties: Argeș, Dolj, Gorj, Mehedinți, Olt, Teleorman, and Vâlcea. Evryo annually organizes Oltenia Marathon, an event featuring MTB and Trail Run races for amateur athletes who seek to connect with nature and support various social causes. In 2024, Oltenia Marathon reached its 12th edition. For 12 years, Oltenia Marathon has brought together hundreds of participants on a trail through the heart of the forest. Since 2023, they have become part of the "Athletes for Nature"community, committing to care for the Earth’s needs. The 12th edition strengthens this promise through "Voice of Nature," a call to protect the environment. Launched in 2012, Oltenia Marathon has become a traditional event for mountain running and MTB enthusiasts in Romania. The event takes place annually in Râmnicu Vâlcea and is organized by Evryo (formerly CEZ Group in Romania), which doubles the registration fees and donates them to the local community. According to internal research, over 50% of participants return year after year to Oltenia Marathon’s mountain trails to stay active and support local social causes through sports. However, beyond the event's context and the loyal community built over the previous 11 editions, many participants have been, whether consciously or unconsciously, witnesses to a significant change related to the environment: the warmest decade on record (according to a World Meteorological Association Report). Climate change and extreme weather phenomena, illegal deforestation, loss of biodiversity, and air pollution are threatening natural landscapes in Romania and around the globe. These ecological challenges endanger running trails and mountain biking routes everywhere, recreational or training areas where people reconnect with nature. For the 12th edition, Oltenia Marathon is giving a real voice to nature, highlighting its needs and those of the surrounding environment, and encouraging participating athletes to make a long-term commitment to Nature. After 11 years of communication under the identity of CEZ Group in Romania, the 12th edition of Oltenia Marathon marked a significant change: the organizer's name and brand identity were updated. Just three months after this major change, Oltenia Marathon, now an Evryo event, introduced a completely new approach to its communication campaign. Thus, the strategy and tactics implemented in the communication campaign were adapted to address the three major challenges: - Maintaining the level of interest and loyalty among participants in the context of the organizer's new identity. - Strengthening the Sports for Nature community launched in 2023. - Maximizing online impact (visibility, leads). In the context of the organizer’s rebranding, the Oltenia Marathon campaign was launched five months later than usual, while still aiming for the annual goal of having 700 participants registered on the event’s online platform. The campaign targeted the community of athletes that has formed around Oltenia Marathon over the past 11 editions, as well as sports enthusiasts, runners, and mountain bikers. The online communication strategy for Oltenia Marathon focused on three key objectives: - Maintaining participant loyalty through the progressive integration of the new organizer brand. - Strengthening the Sports for Nature community through new content that amplifies sustainability messages, as well as involving new ambassadors. - Extending online visibility through tactics with high-impact tactics (audio-driven tactics) |
Execution:
| Images: | |
| Video Link: |
