Yesterday saw the conclusion of the Password marketing achievements competition in which the GrandPrix was awarded to the Nordea Riga Marathon campaign created by DDB and Nords Event Communications! In the five years since Password began determining the most successful and effective advertising campaigns, DDB has made it to the final on four occasions and this is our third GrandPrix award. We have genuine grounds for being proud!
The challenge was considerable - restore the Marathon’s lost popularity and change public opinion regarding running, i.e. that it is not a boring and unattractive sport for professionals, but rather a modern and active free time activity for anybody. To boost the culture of running, popular musicians, actors and politicians helped to promote the Marathon. Jeļena Prokopčuka was appointed Marathon Patroness. An advertising campaign helped to ensure that preparation for the Marathon found its way onto the media agenda and was discussed on all of the news channels and newspaper columns. In total, 5,300 participants from 35 countries signed up for the Marathon which is 10 times more than the number of participants registered two years ago! Let’s wish all of this year’s marathon participants all the best and hope that the organisers achieve their ambitious goal of signing up at least 10,000 participants!
The Nordea Riga Marathon campaign also received a special award from JCDecaux – the chance to install this year’s Marathon outdoor ads in 50 locations.