Making Cancer Research UK's Race For Life Unmissable
GroupM Nexus, EssenceMediacom, Choreograph
CRUK set out to relaunch its flagship fundraising event after the Covid-induced disruption of recent years. The charity was also aware that most participants do not travel more than 10 miles to take part in a race, so knew it needed to optimise its ad campaign to drive location-based relevance while maximising efficiency. Additionally, CRUK wanted to deepen its connections with two seemingly disparate audiences - since men and women have different existing perceptions of and experiences with Race For Life. To achieve this, a powerhouse collaboration came together to run a first of its kind campaign that united an innovative omnichannel strategy with data-led addressable creative. The campaign leveraged location-based data, audience insights, and client first-party data to activate and optimise multiple digital channels in real time, including broadcaster video-on-demand (BVOD), digital audio, digital out-of-home (DOOH), mobile, premium online video, and premium display. The end goal? To execute the most local, national campaign CRUK has ever run.