There’s been a lot of talk in SA marketing circles about CSI campaigns – where the ‘S’ stands for ‘superficial’ or ‘sugarcoat’.
This is the second year we have worked with ad agency, Ebony + Ivory on the Continental #Run2Stop project. In short, it is a multi discipline endurance event with a couple teams of cyclists riding close to 140kms per day, for five days; runners completing a half to full marathon distance, daily; and two carloads of sportsmen completing challenges in rural communities such as Stop Hunger Now meal packing, jungle gym construction and wall painting to name a few.
From a brand level, every form of transport is related to Continental – the tyres on the cars being driven by the CSI team, the bicycle tyres, and even the Adidas running shoes have a special Continental tyre compound within the sole. Integration. Boom!
We love working on this event because it’s not like the participants visit a community, make a difference for one day and then disappear. For the Stop Hunger Now challenge – alone – 18,000 meals were packed to ensure a selection of tummies will be fed for an entire year.
Props to everyone involved…
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