This year's campaign theme was 'I will run a year', based on the insight that Londoners are more likely to do something if they tell someone else about it - they make a pledge. This thought led the development of each stage of the campaign, from recruitment and sign up to the ongoing CRM activity.A recruitment phase focused on generating excitement around the event, with an e-commerce site that not only allowed runners to sign up, but also gave them the ability to create a personal pledge that was broadcast in the window at NikeTown.

Please note these results are client confidential and not for publication -Total number of registered runners: 31,000 -Total unique visitors: 174,000 -Average number of visits: four -Training schedules downloaded: 42,000 -Average time on site: 7.74 minutes