To challenge the sun where it’s exposure time is the longest during the year, in Sweden during the summer solstice, where the sun never sets during 96 hours, non-stop.

A strategy in 4 steps including:

o a contest: run a sweepstake to offer a runner the opportunity to be part of Sunset Relay by athletes' side (one winner per country)

o a teasing about the race until live event, disseminating news to sustain the interest, and collect e-mails to activate people later.

o the Sunset Relay with a live cover during the 5 days of the race

o a long-tail strategy taking advantage of the media impact of the activation, enlightening the product and the cause.

The race was broadcasted live in 7 countries on social networks: Youtube, Periscope, twitter and Instagram and on the dedicated website www.sunsetrelay.com.

o 9 million people watched the race live

o 15 million people were reached through the social neworks accounts (Sunset Relay, athletes, runners, ECL, Garnier, Swedish tourism office…)

o 5 million Twitter impressions combining protection messages and encouragements to the athletes… which prove that together, we can fight the dangers of the sun and the risks of skin cancer.