Maraton je porodica is Serbia’s first-ever campaign that targets supporters. Our main premise was that the City of Belgrade is, on the one hand, paralyzed for 6 hours during the Marathon, and on the other – families want to be with each other on that day. So we decided to offer them a chance to cheer for the runners at 2 Cheering points, with DJ refreshments and cheering equipment ready for them. Additionally, we created a microsite with an option to leave their personalized message for runners, and pick it up on the race day.

The campaign had ATL and BTL segments, and a strong digital overlay