Odlo: Ultra-Fun Strava Campaign Concept (Pro bono)

To accommodate COVID lockdown restrictions and quickly changing consumer behaviors, I suggested an alternative to Odlo’s Strava challenge with Switzerland Tourism, pitching a more approachable challenge, which invited the casual runner to take part. Based on my observations of market trends, my theory was that instead of focusing on the traditional core audience, there was opportunity in tapping into the new audience of lockdown hobby runners. The campaign, which had nearly been shelved, was reworked, saving budget and resources, and set a new DACH record for a Strava challenge in 2020, with nearly 75,000 participants.

Please note I was neither employed nor contracted by Odlo for this pro bono contribution.

Skills: Concepting; Brand positioning; Agility