Campaign background
Buxton Water had sponsored the London Marathon for four years, but the association was lost.
Setting out to reconnect with runners, from training to after the finish line, the brand became their new running mate of 2017.
Strategy
RAPP UK ignored the performance runners and the comedy costumed runners who get all the media airtime, and focused on the largest and largely ignored contingent: the middle of the pack.
Infrequent runners doing it for their own personal challenge.
Social listening and in-depth interviews with first time runners helped the team identify the critical moments where Buxton could become...