‍

The challenge

On Running wanted to move beyond performance-driven messaging and celebrate small running joys. what they called "Soft Wins."

Their partnership with Elmo brought a fun, nostalgic twist to make running feel more inclusive.

The challenge was to stand out in a competitive sportswear market and authentically connect with casual runners who prioritize community and enjoyment over competition.

On Running turned to us to create a high-impact OOH strategy that would bring Soft Wins to life.

The solution

We executed an OOH strategy to integrate On’s message into runners’ lives:

• Strategic placements in high-traffic areas of London and Berlin, including key running routes and social hubs.
• Strava data insights to pinpoint ideal locations for reaching casual runners.
• DOOH countdowns to build excitement for On’s Elmo partnership.
• Soft Run Saturdays promotions to connect OOH with community events.
• Product Showcase: Cloudsurfer 2 showcases reinforcing the effortless running message.
• Fun, shareable creative featuring Elmo to drive cultural relevance and social buzz.

‍

‍

The results

By combining high-impact OOH, precise targeting, and experiential activations, we helped On Running shift the running narrative. The Soft Wins campaign increased brand awareness and built a lasting cultural connection with runners.

• With 24,042,418 total impressions, the campaign significantly boosted On’s brand presence.
• The Elmo partnership drove massive social buzz, while Soft Run Saturdays fostered community engagement and strengthened On’s identity as the leader in effortless running.