Great Scottish Run 2019
The Brief
Following three successful Great Scottish run consumer engagement pieces for marketing and communication agency, Material – we were once again approached by the agency to provide another engagement solution for the finish line area in Glasgow Green.
Their aim was to engage with as many runners post-race as possible, giving them a fantastic takeaway piece, which would also create some event awareness.
The Solution
The client had a particular budget to stick to, which meant we had to be clever with our solution. Following discussions, we discovered that data capture and analytics were not important for the client with this piece, so we focused on consumer enjoyment, creating a piece which was fun to take part in, as well as providing a take-away which would be more appealing for sharability. Our proposal also had the view of getting through potential large queues quickly.
An outdoor space in the middle of a park did not stop us from providing some of the best digital engagement pieces. We provided three of our photography and video engagement booths; Summit, Pinnacle and Aria Ringlight.
Summit and Pinnacle allowed for a more personalised output, whereby the runners could input their finish time before posing for their GIF which came complete with facial recognition AR filter, ‘painting’ the runners face in ‘Bank of Scotland’ colours alongside some animated celebratory confetti. The personalisation aspect of inputting their finish time was perfect for bragging rights on social media and a great memento of their achievement.
Not to isolate the general public at the finish line festival zone, the Aria Ringlight acted as a generic branded photography piece (where the timing input wasn’t relevant), allowing friends and family waiting on runners to pose for a GIF to share either directly to their social media channels, or to their email address/ smartphone for sharing at a later time.
The Results
The agency and their client were delighted with the outputs created, commenting on the quality of the GIFs and the effort taken to provide them with an output which wasn’t a simple ‘off the shelf’ software product.
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