Oxford is the market leader in sales in fitness treadmills, but nobody knows so. We decided to redesign its flagship product, the machine best sold in the market, the BE6532 TREADMILL FIVE, and we made a replica but 10 times larger than the original machine. This way, we design a new form of racing where 10 riders compete at the same time and as time passes the speed of the machine increases. The idea is simple, the last to fall, wins the race and along with this, the prize: a replica of the trotting giant treadmill but in actual size, this is, BE6532 TREADMILL FIVE. We did organized 10 races, where we invited people to enroll through the project's website.

We create a connection between the most sold product, the TREADMILL FIVE, and the Brand, into peoples mind. The campaign was a complete success, having an approximate reach of 32,000,000 people, being covered by national and international media and being published on www.runnersworld.com one of the most important blogs about running at a global level. In addition, important international news and trends such as The Guardian, New York Times, Daily Mail, Huffington Post, Yahoo News, ABC News, Reddit and Fubiz, among others. The video was viewed in more than 25 countries reaching over 50,000 views. The entries for the race overreached all the expectations, being sold out in just two days. The month the campaign was activated, sales increased 78% compared the same date of the last year, selling more than US$522,000 in contrast to 2013 when sales reached US$293,000.