DIREKT TO THE FINISH LINE
When a brand becomes a companion on the journey to the finish line.
A study published in the International Journal of Environmental Research and Public Health (Shi et al., 2024) confirms that brands participating in sporting events with a high degree of value and goal alignment achieve stronger emotional connections with their target audiences and greater sponsorship effectiveness. As the official magnesium of the NLB Ljubljana Marathon, Magnesium Diasporal transformed this connection in the “Direkt to the Finish Line!” campaign into a genuine experience — not just sponsorship presence, but a partnership with the spirit of the marathon. In collaboration with the NLB Ljubljana Marathon, the activation inspired runners with a story, motivation, and support — accompanying them every step of the way to the finish line.
| Client |
Vivalis
|
| Service |
Digital advertising
Creative and design
Media buying
Social media
Web pages and apps
|
| Team |
Petra Vidrih
Anja Grabar
Urška Štokelj
Tomo Turk
Neja Semolič
|
| Year | 2025 |
Online Activation – A Step Toward the Finish
On the campaign’s landing page, runners were greeted by a simple yet highly motivational prize contest: a chance to win a free registration for the NLB Ljubljana Marathon and a year’s supply of magnesium. A straightforward form and a clear question — What motivates you to go straight to the finish line? — sparked an exceptional response.
Offline Presence
In the months leading up to the event, Magnesium Diasporal inspired the running community on social media with motivational posts and content tied to the NLB Ljubljana Marathon. In the week before the marathon, the brand also gained strong visibility in the physical space — a digital promenade in the heart of Ljubljana created a recognizable visual moment through a series of posters that accompanied runners all the way to the finish line. On the day of the marathon, authentic video content was created featuring marathon participants sharing their thoughts, feelings, and stories. At the EXPO event and along the route, Magnesium Diasporal also reached out to runners in person — with samples, encouraging words, and an extra dose of motivation.
Results
The “Direkt to the Finish Line!” campaign united online and offline activations into an experience that truly connected the brand with the running community. The online prize contest gathered 1,088 entries, while the video series achieved high engagement on social media. The digital promenade strengthened the brand’s presence in the physical space, and the EXPO provided direct interaction with runners. The integrated approach demonstrated that an authentic story, the right platform, and a strong brand–event alignment can create genuine impact.
