Overview
Mscsports, in partnership with Jacaranda FM organize and activate the annual mass participation Spring Walk event in Pretoria. This fun run/walk signals the start of Spring and it includes a 5-and 10-kilometer option. Discovery has been the title sponsor of the event for the past 3 years.
Gather new leads for the business
Promote other products to current clients
Grow Brand Love
Get People Active
Objectives
The Discovery brand is passionate about getting South Africans to adopt a healthy active lifestyle. Through their sponsorship of the Spring Walk Discovery wanted to do more than just promote a healthy active lifestyle, they also aimed to achieve various brand and business objectives that focused on gathering leads.
Impact
PARTICIPANTS
7651
The Spring Walk had 7651 participants which was a 2% increase on the previous year
LEADS
100%
Every single participant opted in as a lead for Discovery
GROWTH
155%
The entire event saw year-on-year growth including a 155% increase in participants in the 5km walk
Solution
Discovery’s sponsorship of the Spring Walk was brought to life in numerous ways which included a media campaign and on the day event activations.
The event campaign was built around the idea of “winter creatures” that are coming out of hibernation. The Spring Walk was the perfect event for “winter creatures” to walk away from their winter ways.
The “winter creatures” campaign was promoted on-air and through digital advertising on both Jacaranda FM and Discovery’s social media pages. These “winter creatures” were present at the race and they encouraged walkers throughout the event to be active and to walk away from their lazy winter ways.
Results
The 2019 edition of the Discovery Jacaranda FM Spring Walk had 7651 participants which was a 2% increase on the previous year
The entire Spring Walk event saw year-on-year growth in 2019 including a 155% increase in participants in the 5km walk
All 7651 participants of the 2019 Discovery Jacaranda FM Spring Walk opted in as a lead for Discovery