Target

Overview

As part of a nationwide campaign, a leading retailer wants to raise awareness of their re-launched pharmacy department at the Los Angeles marathon.

Challenge

Connect brand to its consumers with an ownable experience. Position the pharmacy as a partner to upscale urban women in their quest for fitness. Keep costs moderate.

Solution

Create a fully immersive, sensory experience—a 60-foot tunnel for runners to run through! Working with sports marketing partner rEvolution, ProActive created a dynamic, state-of-the-art environment that motivated runners with sound, a laser light show and a custom soundtrack. Hand-painted logos on the pavement reinforced the brand and helped make it clear that the sponsor is there to help runners when they need it most.

Results

Thousands upon thousands of brand impressions generated through a powerful, concert-like experience. Smiles on the face of the runners and rallying cries reinforced a positive brand experience as the connection was brought to life.

Services

Strategic

communications strategy

Creative

message and theme development, graphic design

Production

media production, technical services, equipment and labor management