For the first time, Telenor held the main sponsorship for Copenhagen Marathon, who shared the ambition of creating the ultimate marathon experience for runners as well as supporters. Telenor partnered with Format in creating a concept, which would secure this ambition, and mark Telenor as an important contributor for the total marathon experience, by activating the supporters through various touch-points. We did this by hosting a service exhibition at the Expo including a family area, arranging a ‘finisher-photo’ background and podio for children at Mini Marathon, and designing several inviting environments along the route for CPH Marathon.

Format helped Telenor with planning, coordinating and designing all touch-points as well as activities – resulting in a cohesive marathon experience for both runners and supporters. The main event was the Power Zone located at Øster Allé where assorted activities served as entertainment and engagement for adults, children and Telenor VIP members. Food trucks, tents, and bouncy castles served as fixtures for entertainment, while supporters were activated through cheering gear, confetti canons and a marathon commentator that created a positive and personalized atmosphere. The result was an energetic area where supporters stayed to cheer on their runners. At the finish area, a ‘finisher-photo’ background with the line ‘I DID IT’ where available to all runners, where they could get their picture taken, and immortalise the glorious moment. All activities resulted in subtle, yet cohesive, Telenor touch-points that all contributed to boosting the runners’ energi through the supporters, and creating an overall powerful marathon experience.

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