SOCIETY

BUSINESS: 468 PRACTICES


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Initiative

Run Greece - All over Greece with WIND (Ioannina - Kastoria - Heraklion - Patras - Larissa - Alexandroupolis)

Run Greece - All over Greece with WIND (Ioannina - Kastoria - Heraklion - Patras - Larissa - Alexandroupolis)
SUBMITTED FROM:

WIND Hellas

WIND Hellas is one of the largest telecommunications companies in Greece. Within 23 years of operation, WIND Hellas is established as a pioneer in mobile telephony technology and has presented innovative products that changed the telecommunications environment.

 

Read more:  www.wind.gr


Contact

Objective Action

WIND has been inextricably linked with racing events throughout Greece, as well as the development of the running movement in our country, the support to athletes, along with combining sports with social responsibility and solidarity actions. Through this strategy, WIND has managed to bring people of all ages close to sports, but also mark the races it supports all over Greece with a strong social solidarity message, by making participation identical to offer. 

 

Target Audience

The institution of Run Greece is an expression of the running movement and therefore appeals to people of all ages, runners, experienced athletes, amateurs, as well as children.

 

Duration

From 2013 until today! And we keep on dynamically!


Description

What would once be characterized as quaint has now become a trend in a country, where all the parks in the cities are filled with men and women running and / or walking. WIND and the running movement or “phenomenon” - as one might call it - are inextricably linked in the recent years with supporting actions and initiatives that promote sports and specifically running. The Athens Classic Marathon and the International Marathon “Alexander the Great” in Thessaloniki were the first steps in this direction. The need to expand the running movement outside the city centers has led to the new Racing Programme RUN GREECE organized by the Hellenic Athletics Federation originally in five cities of Greece and today in 6, in cooperation with the local and regional authorities and WIND’s sponsorship.  WIND has added a strong social footprint to the institution of Run Greece through the collection and offer of money by each runner to local social organizations.

The cities embraced Run Greece from the beginning: the local government, Volunteers, Sports Clubs and many people of all ages, whether they were involved in sports or not. A large turnout which keeps growing until today, four years later. It is a culture that is commonly grown. A challenge, but an invitation too, to adopting a good habit, a positive, beautiful lifestyle that includes many different perspectives with a focus on each city, its beauties and uniqueness, all the more when central streets are cleared of cars and filled with runners. 


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Impact on Society

2013:

  • 10,000 runners 
  • € 30,000 in 5 social organizations

2014:

  • 15,000 runners
  • € 38,000 in 5 social organizations

2015:

  • 17,000 runners
  • € 13,500 in 7 social actors

2016 (in 4 out of 6 cities so far):

  • 14,800 runners
  • € 8,000 in 4 social organizations

An important result of the action, especially for social solidarity bodies - apart from the obvious benefit of the money received by WIND - is that their identifiability by the local community is strengthened. Under the publicity created by WIND on the occasion of its presence in every city of the institution of Run Greece, citizens learnt about the work and activity of the bodies and came closer to them, which, as the social bodies have told us, was the most effective advertisement and proved more "profitable" than money itself! A rumor is stronger than money itself.



Initiative Location

Throughout the Greek territory.

 


Working with Organization

For the organization of all races, WIND cooperates with the Hellenic Athletics Federation and all institutional, sports and voluntary bodies of each region, where the event takes place. The participation of local and regional authorities all over Greece is very significant. More specifically, due to the proximity of the Local Authorities to the citizen, they become the main pillars supporting the message of volunteerism, social offer and participation. The institution of Races in Towns within Run Greece constitutes a typical example of excellent cooperation with the local authorities and bodies; it has been held since 2013 in Larissa, Patras, Ioannina, Kastoria, Heraklion and the last two years, in Alexandroupolis, too. The Municipalities, the Regions, the local branches of the Hellenic Athletics Federation, as well as local social solidarity institutions, with WIND holding the connecting role among them, have managed to encourage thousands of young and old residents and visitors to get out in the streets and run!


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Workers Participation

Employees in WIND stores of the city where the race is held each time, take part in the institution of Run Greece - joined by partners, customers and opinion leaders, who support social contribution and solidarity activities that are planned and implemented in each race. 


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Videos

Benefits for Οrganization

The support of the company in RUN GREECE helped the positive trend for running and the development of the running movement spread regionally through the institution.

The planning and implementation of all activities associated with the running movement originally aimed at improving WIND’s corporate image. According to the results of a monthly quantitative tracking survey, the program continues to significantly strengthen WIND, since it was assessed by respondents as more "up-to-date" youthful, dynamic and direct. For the fourth year, sales of WIND stores in the cities where the races take place have increased by an average of 30% during the implementation of the publicity plan, while the traffic increased by an average of 50% in local stores.  On a publicity level, we indicatively present the results for the first half of 2016 with the institution having been held in four of the six cities so far.

RUN Greece 
Larisa 03/27 - Heraklion 04/18 - Ioannina 05/08 - Kastoria 05/15

 

Promotional activities 

  • Sponsorship of 4 institutions: € 8,000
  • Media ATL expenses: € 47,000 
  • 14,800 runners’ participation in races (11,771 in 2015) -  25% increase 

Publicity review

  • 184 Presentations on online media 
  • 54 Presentations on printed media
  • 12 TV reportages
  • Free advertising evaluation:  € 148,026

Social Media Review

Total 341 shares 

Retail Dark (target) posts for a Samsung device @ Run Greece:

  • Reach:       121.7k
  • Impressions:   419.5k
  • Actions (likes, comments, etc):  8k



Connection with Global Goals



No Connection with Global Goals found





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