Samsung along with Leo Burnett, Israel has created a new kind of marathon. The Gaming Marathon
Many marathons have been initiated by brands in order to spread a message of fitness. But there’s something new with Samsung’s marathon, A chip will be attached to the participant’s chest which is usually to collect the participant’s running distance. But this time, it’ll be used to trace virtual coins on the running track. If the participant has stepped on the coin, it’ll be added in the chip. There will be stepping pads on the running track just like the ones in the video games which makes the marathon much more fun.
And at the end of the race, the equivalent of coins collected will be donated to the community in the participant’s name. The marathon is called ‘Tel Aviv Samsung Marathon’ and was launched on 24 February, 2017.
Take a look at the video here,
The video is pretty creative. The basic idea has been taken from classic video games like Mario and Sonic the Hedgehog. It starts with a person getting ready to run but as soon as he starts the scene changes into that of a video game. The details are very well kept in mind. The characters look like the ones in video games. The music is similar to our classic video games and a voiceover guides the viewer through all the stages.
It is a great idea for Samsung to introduce such a marathon as it is unprecedented. Also, it gives a feeling of gratification to the participant by doing something for the community. The brand has used emotional appeal in this campaign by introducing the donation part.
Campaign: The Gaming Marathon
Advertising Agency: Leo Burnett, Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriters: Oren Ben Naim, Oded Zur
Art Directors: Meital Miller, Raphael Nattiv
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account Manager: Tseela Freund
Account Executive: Inna Tubin