As the concept of the campaign was “run with me”, we named our strategy: “write with me”, which consisted in giving people the opportunity to write to their friends and family messages where they invited them to participate in the 10k Santiago Race.These messages were seen in the perimeter that surrounds the race circuit. We also developed this campaign in OOH, press and Internet.

After the week this campaign was launched, the 10,000 entries for the 10k Nike 2009 were fulfilled, a fact that represents a great success.

Also the Lasser Graffiti activity had an excellent reception, considering that a crowd of people were waiting for their opportunity to send a message to their friends. Many of these messages were uploaded on Youtube.