Business Goal

This project wasn't just a marketing campaign; it was a core initiative of the ttbfoundation. Our client needed a flagship event that would serve as a powerful platform to unite the bank, its insurance partners, and multiple hospitals in a common goal—raising critical funds for the community. The goal was to build a long-term brand image and a community-focused project that could consistently raise a lot of money for a good cause. The goal was to establish a flagship annual event that would serve as a core component of their brand strategy and act as a growth engine for social impact, all while raising a significant amount of funds for charity.

Approach

Our Approach: Strategic & Growth Design

We knew a standard event wouldn't be enough. We saw a growing trend of people in Thailand focusing on health and wellness, and we saw a chance to turn a simple idea into a movement. We designed the event from the ground up to be a "platform for growth".

Our key strategies were:

• Designed to Grow: We didn't just plan a physical run. We created a dual-format event that included both the in-person race and a virtual run. This made it accessible to everyone, no matter where they were, helping us build a bigger community and a base for future growth.

• Building a Strong Feeling: We positioned the run as more than just a race. We made it a "Run for Change," where every step people took helped someone in need. This created an emotional connection that went far beyond a simple transaction.

  
  

Solution

We handled everything from start to finish, making sure the entire project ran smoothly.

• Integrated Digital Ecosystem: We created an entire integrated digital ecosystem to manage the event. The purpose was to provide a single, seamless system for the entire user journey, from a user-friendly registration portal and secure payment gateway to a dashboard for both physical and virtual participants. This system was custom-built to be scalable and provide the client with a powerful tool for data collection.

• Event Management: We managed the complex logistics of holding the event in four major parks at the same time. The purpose was to ensure every participant had a safe and enjoyable experience, which is crucial for building trust and positive brand association.

• Platform Development: We custom-built a full-scale digital platform. Its purpose was to manage the entire user journey from a single, seamless system. This included a user-friendly registration portal, a secure payment gateway, and a dashboard for both physical and virtual participants. We built this to ensure a smooth user experience and to provide the client with a robust, scalable system that could handle a large volume of users and collect precise data.

• Data-Driven Tracking: We set up a robust tracking system using Google Tag Manager (GTM) and Google Analytics 4 (GA4). The goal was to continuously measure the campaign's performance and gather insights that we could use to improve the website's user experience (UX), optimize ad campaigns in real-time, and get a clear picture of what was working.

  
  

Monitoring

We acted as a true strategic partner for the client, providing continuous support throughout the entire project. We didn't just hand over a plan; we were there every step of the way. We continuously monitored campaign performance in real-time, analyzing data from our media platforms and GA4 to ensure we were on track to hit our goals. This allowed us to quickly adjust our strategy, optimize ad spend, and make sure every part of the campaign was working as hard as possible. We made sure the client was confident and informed at all times, turning a project into a long-term partnership.

Expectation

We had high expectations, but the results were even better than we hoped.

• Sustainable Growth: We successfully created a proven model for an annual event that can grow each year. It's now a reliable platform for the brand to drive its CSR initiatives.

• Real Social Impact: The event proved that a great idea can bring a huge number of people together, turning their participation into a major win for the community.

Results

The campaign was a massive success, proving that a smart strategy can transform a simple idea into a powerful movement for both the brand and society.

• Fundraising Impact: Raised over 4 million THB in donations during the first month.

• Participation Rate: Attracted 5,000+ participants combining physical and virtual runs.

• Community Reach: Logged over 120,000 km collectively through the event app.

• Engagement Satisfaction: Achieved 90% satisfaction rate from participants.

• Outcome: The campaign became a CSR success model, uniting brand, partners, and communities in a shared cause.