Nedbank Running Club

Invest in your passion

Nedbank, a long-time supporter of road-running in South Africa, asked T+W to help position the Nedbank Running Club as the No.1 running club in the country.

It wanted to ensure runners understood the club was open to athletes of all abilities, not just elite performers.

T+W was asked to develop a compelling campaign to broaden the Nedbank Running Club’s appeal, specifically one that would drive increased engagement with the club online and on social media and yield increased growth in its membership base.

T+W’s strategy was to use video storytelling to highlight the benefits of running at all levels. The work needed to show how easy it is to start running and illustrate the benefits of being part of a local running community like the Nedbank Running Club.

To do this, we found we did not need to look further than the club’s existing members.

Our campaign launch video featured the unique perspectives of four club runners, each highlighting a different aspect of the message that running, and specifically the Nedbank Running Club, has something to offer everybody.

The film spearheaded the online release of a further 12 videos, each featuring a different club runner, paired with an continuing series of motivational posts on social media.

These stories struck a chord with many in the running community, with user engagement with the club’s digital and social media accounts increasing dramatically when the videos were released online. At the same time, leads to the club’s website rose by 20%,with many of these new visitors expressing an interest in becoming members.

The bottom line?

In the wake of the campaign, Nedbank Running Club saw annual membership growth increase 35% year on year.

That’s a promise delivered, a lot more takkies on the ground, and a lot more lives being changed through the power of running.

That’s a story worthtelling.