The Standard Chartered Singapore Marathon (SCSM) has been a milestone on the local race calendar since its inception since 2002. For 17 years, runners in Singapore and a select group of international runners have taken to the streets to cap their year with a coveted finishers’ medal from the only International Association of Athletics Federations (IAAF) Gold Label race in the region.
In 2018, the race adopted a new two-day format for the first time in the event’s history. This new format, changed the proposition as it looked to attract 50,000 participants across six categories.
With the objective of driving sign ups from international runners and engaging Singaporeans to garner support ahead of the biggest race in Singapore, we had to develop and deliver a strong sports campaign tailored specifically for local and regional media.