Activation 'The Riel Distance' with Marten Van Riel for Garmin
'The Riel Distance' campaign for Garmin revolved around the intriguing question: can we train accurately without our technical equipment? To answer this, Garmin’s ambassador, triathlete Marten Van Riel, challenged three media personalities —Phillipe Gilbert, Erika Van Tielen, and Average Rob— to a unique competition.
Key elements of the campaign:
Challenge Concept: Marten Van Riel set up a challenge where each participant had to swim, run, or bike a specific distance without using any Garmin devices or other technical equipment. The goal was to see who could come closest to the exact distance.
Participants:
- Phillipe Gilbert: A renowned world champion in cycling.
- Erika Van Tielen: A popular and sporty media personality and actress.
- Average Rob: A content creator who fulfilled an Ironman himself.
Objective: The main objective was to highlight the importance and accuracy of Garmin devices in training. By comparing the estimated distances covered by the participants to the actual distances, the campaign aimed to demonstrate how difficult it is to train accurately without reliable technology.
Execution: Each participant attempted to complete their chosen activity—whether swimming, running, or biking—without any form of distance tracking. They then compared their perceived distance to the actual distance measured by Garmin devices.
Outcome: The participant who came closest to the intended distance without any technical assistance won the challenge. This comparison effectively showcased the discrepancies between perceived and actual performance, underscoring the necessity of using Garmin devices for precise training.
Promotion and Engagement: The campaign was promoted through social media. The involvement of high-profile personalities added excitement and drew attention to the challenge, engaging a broad audience.
Conclusion:
Through 'The Riel Distance' campaign, Garmin effectively communicated the essential role of their devices in achieving accurate and effective training. The challenge highlighted that athletes (pro and recrea) could not precisely gauge distances without the help of Garmin technology, reinforcing the brand's value proposition and the importance of precision in training.
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