On October 12th 2019 in Vienna, Austria, Eliud Kipchoge became the first person to achieve the barrier-breaking sub-two-hour marathon as part of the INEOS 1:59 Challenge. Kipchoge performance strategy was created by a team of experts across the choice of race course, pace makers formation, vehicle, weather and mind and body, enabling Eluid the best possible chance of making history.
To create a striking and unique brand identity for the INEOS 1:59 Challenge, which would run across all physical and digital marketing communications and collateral, including onsite activations for this extraordinary global spectacle.
To promote the INEOS brand through engaging images and graphics which could be used across digital media, print media, merchandise and across the course in Vienna. Use clever design to both differentiate and bring together different elements of the campaign and raise the profile of INEOS in the hearts and minds of people across the globe.
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 fan engagement tumbelator, the supporting digital campaign, social graphics and official souvenir brochure. Everything for this 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.
Learn more: https://www.ineos159challenge.com
