Sonder

Speedo, #MAKE1KWET

Turning runners into swimmers

overview

Having worked with Speedo on several digital content projects before, when they approached us with their latest campaign we had no hesitation in diving straight in.

In the past we had worked together on creating content experiences aimed specifically at cyclists, yogis and Olympic fans. But in 2017, the focus shifted to runners. The marketing and digital team at Speedo wanted to get runners into the pool by swapping one 5km run a week for a swim. They asked for our help in how content could really bring the campaign to life and, most importantly, get runners to get on board with Speedo.

The result was a five film video series.

Strategy & Creation

The campaign was called #Make1Kwet (which included a partnership with Eurosport featuring a documentary on how swimming could help runners’ fitness levels). The documentary starred one of their new ambassadors, triathlete and duathlete Annie Emmerson. Our concepts needed to complement these initiatives and be appropriate for placement on owned and paid channels across the UK, Asia, mainland Europe, China and Australia.

Our research into the target audience led us to pick up on the challenge and goal-setting behaviours exhibited by them. To engage them we had to have a narrative that would create intrigue. This audience – we knew from our previous work with Speedo – love to compare themselves to their peers and set themselves goals. This was identified as the key to a great solution.

Could a runner swim a distance of just 1km in the same time it takes her/him to run 5km?

Our research into the target audience led us to pick up on the challenge and goal-setting behaviours exhibited by them. To engage them we had to have a narrative that would create intrigue. This audience – we knew from our previous work with Speedo – love to compare themselves to their peers and set themselves goals. This was identified as the key to a great solution.

So we came up with a challenge which was to be the heart of the project: could a runner swim a distance of just 1km in the same time it takes her/him to run 5km? We tested the waters with competent runners who were lapsed swimmers to see if it was achievable or too easy. It proved to be difficult enough but ultimately achievable, which was a perfect balance.

We then filmed three runners, profiling them and showing them attempting the challenge. Each was an influencer or journalist who would also share the stories on their own social channels. We proposed five short films to be used across owned channels, with Speedo supporting the films through the Eurosport partnership.

There were three individual video stories, a film featuring all three runners and an expert ‘how to’ video led by Annie Emmerson. Managing all the elements of production and creative direction, we scripted, sourced locations, influencers and extras, storyboarded, edited and interviewed. And, from our book of contacts, we sourced an external videographer.

Here’s one example of the final video stories, the full set can be viewed here.

This series of films perfectly matched the brief by using credible participants and reflected the diversity of the challenge-driven consumer. Executed beautifully, they told the narrative behind each participant and creatively conveyed the physical and emotional elements of the challenge.

Phil Myers, Digital Experience Manager for Pentland Brands

Madebysonder, Results

19,832

Video views and growing across the campaign