Allianz Virtual Run Concept

Virtual RunConcept and Strategy

By Cantrik Enterprise

Background

• TSA will be activating a regional running competition in Asia, including Indonesia with Allianz as the main sponsor.

• As for Indonesia, interest in running is still low compare its neighbouring countries such as Malayasia and Singapore

• TSA and Cantrik Enterprise will develop a unique running competition format that will increase its interest in the sport of running.

The objectives

• To create the first organized and professionally managed virtual run competition in Jakarta, Indonesia

• To acquire profile database of the participants which then leads to the purpose of brand marketing activation profile

• To viralize the importance of running as a fun sport and eventually turning it into a positive lifestyle activities.

Virtual Run Target by Categories of Participants

Universities Students

Future Potential Allianz Users

Corporate Employees

Current Potential Allianz Users or

Switchers

Target Market Profile

Demographic:

•Age of 19 – 45•Gender: Male and Female•Class: Mixture•Occupation: University/College students and Corporate Employees

Psychographic:

•Sport enthusiast, active and positive, health conscious, educated, technology savvy, fun, and social.

Rational

University students are the potential target that still can be influenced due to their eagerness to experience new things, strived to achieve, active in sports and always use the social media

Employees are also the potential target that still can be encouraged to run which this event can also be utilized to boost the corporate image for having healthy employees.

Using digital elements to create hype and buzz of the activity could help them to viral the activity among their peers or community since digital social media is their main importance tool nowadays to keep them acknowledged.

Most Played and Competed Sports in Indonesia

High interest due to the competition feel and bragging aspects. (More into a group/ team)

Low interest due to less focus, information and social aspects in the sport. (More into individual)

Importance role to be betterImportance role to be betterFootbal, Badminton, and Basketball RUNNING!!!

The Universities potential target

60 private

universities

10 public

universities

Average of

200

active sporty students

per university

14,000

total active sport students

No of Universities in Jakarta Target Numbers

The corporate employees potential target

Industries

Financial Institutions

Telecommunications

FMCG

8

7

9

Companies Run Group (of 5)

5

5

5

200

175

225

Total Participants

+ Other companies (non specific industries)Open

Unlimited

Note:The creation of Industries Categories will create rivalries

Digital Facts/Insights

INFLUENCERSThe internet is an integral part of my life. I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger, a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

ASPIRERSI’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

6%

87%

IMPORTANCE

70% Social Networking22% Knowledge & Planning16% News15% Gaming10% Browsing

DEVICE USE

Mobile > PC

Source: 2010 TNS Digital Lifehttp://2010.tnsdigitallife.com

NOTE: High numbers of this Profile are University Students!!!

The grand strategy

• Create a virtual run competition using GPS tracking app called Sportypal www.sportypal.com as the main tool to make them participate and eventually love running.

• Integrating the activity with social media tools and location based apps to enhance and stimulate participants to share, create buzzes and hypes of the activity among their friends and community.

http://www.sportypal.com/

Participants Acquisition Strategy (Students)

Socializing the event to students sport association

Collaborating with the association to inform all active sporty students via social digital media network.

Invite an estimated 100 – 300 students to participate and register their profile into Sporty Pal application (on the spot conventional and through digital)

Approaching 70 universities and institution

Participants Acquisition Strategy (corporate employees)

Socializing the event to the audience

Collaborating with the association/HR to inform all active sporty employees via intranet/internal comm and support by management

Forming estimated 3 – 5 group of 5 employees each group to participate and register their profile into Sporty Pal application.

Corporate Gathering

Audience: HR and Employees Association or Sport Groups

V-Run For Glory

V-Run For Glory

Allianz 10KAllianz 10K

“Believe in the Run”

A running activity for the

eliminated

“Believe in the Run”

A running activity for the

eliminated

CommunityCommunityBuzzBuzz

VIRTUAL RUNVIRTUAL RUN

Time Based Kcal Based

Share & Spread Awarenes

Share & Spread Awarenes Allianz

Program Structure

V-RUN FOR GLORY

V-RUN FOR GLORY

“Allianz V-Run for Glory” is a Inter Universities and Corporate Employees Group running competition which will be held in Jakarta. The event aims to popularized the sports of running through virtual running application with a GPS tracking mobile phone. The Group format is created because it motivates Universities representative to believe they can win in group and has chances to strategies . Through this they will feel that they have a better chance to win the competition in comparison to individual competition.

The format will be a gradual running competition process starting from a low distance in a weekly and bi weekly period which overtime will be increased in a portion of distance to reach a maximum distance (10 km)

This virtual running event will use the running mobile application “Sportypal” where participants will be able to track their distances, running map, performance, etc and will use the ever popular social media tools to popularized it virally (eq. posting in facebook, twitter, etc)

Student AssociationStudent Association

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The Virtual Run Booth

The Virtual Run Booth

Buzz and Shareactions

Conviction

Aspirers(Target)

Inspirers(Provocateurs)

University Program Activation:Conventional (on the spot) Registration Implementation

Profile Sign Up

Booths, Postering, FlieringsBooths, Postering, Flierings

Student AssociationStudent Association

InfluencersInfluencers InfluencersInfluencers InfluencersInfluencers InfluencersInfluencers

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The Virtual Run Microsite!

The Virtual Run Microsite!

PageChannel

Event Keywords


Conviction

Aspirers(Target)


University Program Activation:Digital Registration Implementation

Profile Sign Up

SMSBLAST

HR / Employees AssociationHR / Employees Association

AA

AA

AAAA

AA

AAAA AAAA

AA

AA

AA

AAAA

AA

AA

AAAA

AA

AAAA

AA

AA

The Virtual Run Registration

Page

The Virtual Run Registration

Page


Conviction

Aspirers(Target)


Corporate Program Activation:Digital (on the spot) Registration Implementation

Profile Sign Up

Intranet/Emails (Endorsed by the management)

Intranet/Emails (Endorsed by the management)

Format• The running competition is based on accumulation of total group time based score

points• The competition will starts on a gradual phase that will increase overtime

(ie. 2.5 km, 5 km, 7.5 km and finally 10km)• Every phase will have 2 runs so that participants can have the chance to practice

to improve to get better results• Each phase will have a ranking system for each universities and will be measured

on their best overall score points• In every phase the group numbers will be reduced to participate in the next level

by choosing their best ranks• Top 5 or 10 universities winners will win a prize in each phase (medals / badge and

prizes)• The The Final Phase runners (10 km) will compete in the main Allianz Jakarta 10 K

with a prize of a trip to the overseas Allianz Marathon /10k)

University V-Run

University Competition Flow

Invitation Target 100 – 300

participants in each universities

First Phase2.5k Competition

Second Phase5k Competition

Third Phase7.5k Competition

Fourth Phase10k Competition

“MAIN EVENT”Allianz 10k

Competition

The perliminary Virtual Run will be held at their own Universities location (eq outdoor sports arena). A starting

point will be determined with a special Allianz Virtual Run booth

Competition mechanics (Universities)

In-house 2,5K virtual running competition First Session

targeting 100 -300 runners

Qualifiers of 50 best runners per university to do 5K run to

represent the university group runners

2 times every 1 week

Invitation

Inter-Universities 2,5K virtual

running competition (group of 50)

Qualifiers of 30 best runners per university to do

5K run

2 times every 1week

Phase 1


Inter Universities 5K virtual running

competition (Group of 30)


7,5K run

2 times every 2 weeks

Phase 2


running competition

(Group of 15)


10K run


Phase 3


Inter Universities 10K virtual

running competition

(Group of 10)

Selection of 5 best runners per university to do

Allianz Indonesia 10K run


Phase 4

Allianz Indonesia10K Running Competition

Main Prize

Note:The main prize will be given to university group winner and also top 3 individual winner

Note: Total duration of Virtual prelim is 18 weeks

Corporate V-Run

Corporate Competition Flow (by industry)

Invitation Target 5 groups of 5 participants in each

company

First Phase2.5k Competition

Second Phase5k Competition

Third Phase7.5k Competition

Fourth Phase10k Competition

“MAIN EVENT”Allianz 10k

Competition

The perliminary Virtual Run will be held a designated location (eq Senayan sports arena). A starting point will be

determined with a special Allianz Virtual Run booth

Competition mechanics (Corporate)

In-house 2,5K virtual running competition First Session

targeting the creation of 5 group runners each company

Qualifiers of 5 best group runners per company to do 2.5K run to represent the university group runners

2 times every 1 week

Invitation

Inter-Company 2,5K virtual

running competition

Qualifiers of 4 best group runners per

company to do 5K run

2 times every 1week

Phase 1


Inter-Company 5K virtual running

competition


company to do 7,5K run


Phase 2


running competition


company to do 10K run


Phase 3


Inter Company 10K virtual

running competition

Selection of 1 best group

runners per to do Allianz Indonesia

10K run


Phase 4

Allianz Indonesia10K Running Competition

Main Prize

Note:The main prize will be given to university group winner and also top 5 individual winner of non specific industry categories

Note: Total duration of Virtual prelim is 18 weeks

Time-Line

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University Run/Corporate RunApprovalSocialization/PromotionRegistrationInvitation RunPhase 1 RunPhase 2 RunPhase 3 RunPhase 4 RunAllianz Red Run Indonesia 10K Penang Marathon 2012

Nov

-12

Ramadhan

Oct

-12

Jan-

12

Feb-

12

Mar

-12

Apr

-12

May

-12

Jun-

12

Jul-1

2

Aug

-12

Sep-

12

The virtual competition tool

SportyPal is an easy to use intuitive application for your mobile phone. You activate it when you start your running, cycling, walking, rollerblading or similar exercise. In two simple clicks it will start to log and map your position, movement, distance, tempo and calories burned. It will not affect normal operation of your mobile phone, so you can still listen to music, receive and initiate calls and messages.

When you finish exercising, the collected performance information will be stored on your mobile. Later you can review it, compare it with other exercises or check your best performance achievements. SportyPal will present each exercise in a map view, draw elegant graphics charts of your performance or present summarized information. SportyPal is intuitively designed to assist you improve your performance in running, cycling, blading, walking, skiing or other workouts involving similar activities.

The real brilliance of SportyPal comes with the web integration. You have a possibility to upload your workouts on the internet with a simple click of a button on your mobile phone. Registering to SportyPal web application will enable you to have instant access to your workouts performance and maps from anywhere. The web application provides additional functionality for analysis of your fitness workouts. You can also share your exercises with your friends, comment on their performance or organize virtual competitions.

SportyPal will create a new excitement in your healthy sporty life.

How it works

Run with downloaded SportyPal Apps with a GPS enabled mobile

phone device.

Real-time GPS running record

How it works

Upload and Share Result

Record of the exercise

Pace

SportyPal profile page

Sharing the records and comments from peers

Inspiration for referencehttp://www.youtube.com/watch?v=MrjR-7EmOCw

http://www.youtube.com/watch?v=MrjR-7EmOCw

Important Note

• TSA need to exclusively customize SportyPal application adapting to the V-Run competition concept and database registration for profiling which cater Allianz’s needs.

“Believe in the Run”A community running activity

Believe in the Run

“Allianz Believe in the Run” will be a side event of the competition where the eliminated runners and also non competing runners can still participate in an event where other elements of the virtual run can be competed or achieved as running is not all about timing, speed but other factors can also be considered.

Some other categories to be competed as follows:-Total Calories burnts-Longest distance in a time period- Biggest loser(Note: this will be done in a timeline eq 3 months)

This event can be participated by anybody in Jakarta (and outside)

Example of how it works (K Cal)

Run with downloaded SportyPal Apps with a GPS enabled mobile

phone device.

Real-time GPS running record

Bragging based on Calories Burned to

converted into points

Upload and Share Result



Let’s Explore!

Marketing

Allianz Virtual Run Concept