Odlo: Ultra-Fun Strava Campaign Concept

The story behind this creative collaboration is unusual for a portfolio, but is still worth sharing.

When the COVID-19 pandemic hit, my then-partner worked for Odlo and was managing the brand’s first Strava challenge in collaboration with Switzerland Tourism. Due to lockdown restrictions and the social climate, the original challenge was no longer appropriate and as a result, the entire project was nearly scrapped.

After overhearing numerous meetings, I pitched the idea for a more approachable challenge, which invited the casual runner to take part. Based on my personal observations of new lockdown behaviors and Odlo’s sales numbers, 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.

Instead of being shelved, the campaign was reworked and went on to be the most successful Strava challenge in the DACH region to date, with nearly 75,000 participants.

Skills: Concepting; Brand positioning; Agility