INE1002_TopTrumps_FA
Free for editorial use and archive. Eliud Kipchoge (white vest) and his pacemaking team pass through the finish gantry during the challenge. The INEOS 1:59 Challenge, Vienna, Austria. 12 October 2019. Photo: Jed Leicester for The INEOS 1:59 Challenge
Free for editorial use and archive. Spectators watch Eliud Kipchoge running with his pacemakers on the big screen. The INEOS 1:59 Challenge, Vienna, Austria. 12 October 2019. Photo: Andrew Baker for The INEOS 1:59 Challenge
Free for editorial use and archive. Eliud Kipchoge crosses the line to become the first person to run the marathon distance in under two hours with a time of 1:59:40.2. The INEOS 1:59 Challenge, Vienna, Austria. 12 October 2019. Photo: Bob Martin for The INEOS 1:59 Challenge
The Challenge
To create a striking and significant brand identity for the INEOS 159 Challenge which would run across all physical and digital marketing communications and collateral including onsite activations for this extraordinary global spectacle.
The Approach
To promote the INEOS brand through beautiful engaging graphics which could be used across digital media, print media, merchandise and across the course in Vienna where Eliud Kipchoge attempted his impossible feat to break the sub-two-hour-marathon barrier. Through clever design to both differentiate and bring together different elements of the campaign raise the profile of INEOS in the hearts and minds of people across the globe.
The Result
Our branding was seen by more than 500 million people across the world who tuned in to watch Eliud Kipchoge cross the finish line and break the last great barrier of modern athletics. From the Finish gantry, the race hoarding, the clothes worn, the official merchandise, the tumbelator, the supporting digital campaign, social graphics, official souvenir brochure, everything for this epic challenge was designed by the creative team here at Into the Blue. The results for INEOS brand were extraordinary with nearly 80% sponsorship recognition and double the google searches for INEOS than the Tour de France.
