Off the Ultra

Suunto

When we embark on a new mission for a client, our motivation knows no bounds. And when it comes to diving in at the deep end, in this case during the UTMB, no one needs to ask us twice!

Alongside a social media management assignment for Suunto France, we approached the Finnish brand’s head office with the idea of creating an innovative and stand-out activation during the Ultra Trail du Mont-Blanc.

Rather than organising a traditional race coverage, we decided to focus on the week leading up to the race, getting up close and personal with the best athletes, and sent a Social Media Manager and a photographer to capture the day-to-day lives of Benoit Girondel, François d’Haene, Camille Bruyas, Hannes Nammberger and Ryan Sandes.

To harmonise the large volume of content shared, we also created a specific graphic charter for this “Off The Ultra” project. The online fans were able to discover and share the final days of race preparation with their idols, enjoying a full week of race immersion.

Results

1M organic reach

5 athletes followed

172 stories shared

It was an intense week during which we had to be extremely flexible to adapt to the athletes’ availability ahead of what was the biggest goal of the year for some of them. The results, however, were convincing, with the Suunto community showing a very high level of engagement throughout the campaign.