New Challenge campaign “Be a part” starts on May 4
Athletes and triathlon fans around the world agree on one thing: The fantastic, open-hearted atmosphere at the Challenge Roth is second to none. Apart from the peak sports performance, it is just this unique environment and mood as well as the enthusiasm of the fans that make the “myth of Roth” so special. This is a unique feature of the Challenge Roth event, which will again take place at its traditional date on the second Sunday in July this year. What is new, however, is that the Ironman Frankfurt will also be held on July 8 this year – probably because of the European Soccer Cup.
“Be a part” is the name of a new, big campaign by TEAMCHALLENGE which is aimed at attracting streams of visitors to Roth on “Triathlon Sunday”. With a whole bundle of advertising efforts, “Be a part” delivers a clear message: The only chance to experience the world’s most enjoyable and biggest long-distance triathlon – and to become part of it yourself – is to visit the Challenge Roth on July 8.
The campaign focuses on a distinctive logo and a highly emotional short video clip, both convincing creations of Timo Reichhardt, graphic designer and video artist from Nuremberg (Designlöwen). In the video, pictures of extraordinary scenes of the Roth competition are combined with the questions “Have you ever been in action? A hero? A groupie? inspired?“, which are virtually hurled at the viewer, and answered right away: “This is your day! Be a part!“
The “Be a part” campaign will be launched on May 4, when the field of participants of the 11th Challenge Roth will be announced. From this date, the 15-second clip will be spread via all disposable channels: It will be broadcast in various waves until race day on the major triathlon online portals www.tri2b.com and www.tri-mag.de, of course on Challenge TV at www.challenge-roth.de, via social networks (i. a. Facebook) as well as numerous homepages: the websites of the events of the Challenge Series, of Challenge sponsors, top triathletes and triathlon clubs. In other words: a real media hype will be raised.
At the beginning of the second week in May, we will come out with a power bracelet with the “Be a part” logo, which fans of the Challenge Roth can use to show their sense of belonging together. It will be available online at www.challenge-shop.de for little money. More than 4,500 volunteers of the Challenge Roth will also do their favorite job on July 8 wearing t-shirts with the “Be a part” logo. Many other efforts, such as printed ads, raffles and athletes’ interviews will support our invitation to visit the Challenge Roth.
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