CLIF Brings Back The Joy Of Running Together At The BMW Berlin-Marathon

At the BMW Berlin-Marathon, CLIF, the energy bar brand, is making a statement for a running culture in which the shared experience counts just as much as personal performance: together with Ogilvy, the brand developed an activation that, for the first time, expanded the existing pacing provision to include pacers for finishing times of 5:00, 5:30 and 6:00 hours. In doing so, the initiative strengthens support
for participants with different goals and places the joy of the shared running experience above the simple pursuit of personal bests. A Germany-wide YouGov study commissioned by CLIF accompanies the activation and places the brand’s position in a current social context. 

The findings reveal a clear tension between performance orientation and participation: 23 per cent of potential participants are put off large running events by the strong focus on personal bests. Thirty-four per cent cite concern that they will not complete the distance or are not physically fit enough as the biggest barrier to taking part in a half marathon or marathon; eight per cent fear finishing last. 

Ogilvy Public Relations was responsible for consumer PR and supported the implementation with a current YouGov study. The findings underline the brand position behind the activation: in a marathon, performance is not the only thing that counts; the shared experience matters too. With the additional pacers, CLIF expanded the structured pacing provision to include finishing times of 5, 5.30 and 6 hours for the first time in the BMW Berlin Marathon’s 52 year history.  

While pacers at major marathon events traditionally focus primarily on the front of the field, CLIF stepped in where support often falls away: in the later hours of the race. As part of the initiative, 18 new pacers were added to the course, providing guidance on pace and continuous motivation while staying alongside runners from the start line to the finish. 

At the same time, the idea reflects a changing understanding of success in running: according to YouGov, 38 per cent of runners consciously focus on enjoying the experience rather than constantly checking their split times. For 34 per cent, having a ‘good time’ while running means, above all, actually having a good time. 

A second activation element extended this idea into the decisive phase of the race: at the BMW Berlin-Marathon Expo, runners were able to write personal
messages to their future selves. At kilometre 38, these messages appeared again – precisely when physical and mental reserves are under particular strain. 

CLIF partner and former professional cyclist Rick Zabel supported the activity on the course and ran alongside the participants. In this way, the brand
position was also brought to life through a person: every marathon achievement deserves recognition – regardless of the time shown in the results. The campaign continued beyond the course with a reactive DOOH and social activation created on the night of the marathon. Real participants were photographed after crossing the finish line and received their very own winning ‘shoe shot’ – a personal campaign image inspired by the iconic photographs traditionally reserved for elite race winners. Featuring their names and individual ‘good times’, the images turned each runner’s achievement into a moment worth celebrating. The resulting campaign assets appeared across Berlin and on social media, bringing CLIF’s message to life and giving everyday participants the recognition usually reserved for the fastest finishers. 

Bianca Harvey, Marketing Director at CLIF, says: “Everyone standing on this start line is showing exceptional endurance. CLIF was created during a 175-mile cycle ride. We therefore know from our own experience what it means to persevere, mobilise your own strength and not lose the joy of the route along the way. At a marathon known for exceptionally fast times and records, our study confirms that, for most runners, having a ‘good time’ is about community, mutual support and a personal sense of achievement, not simply the number on the clock.” 

Harvey continues: “With the first pacers for finishing times of between five and six hours at the BMW Berlin-Marathon, we were able to offer tangible
support precisely where it is particularly needed. At the same time, the study shows that 35 per cent of runners rely on a balanced diet and long-lasting energy to overcome difficult phases. We are proud to provide the participants in Berlin with energy from
start to finish, to motivate them and to celebrate their achievements.” 

Credits

CLIF MEU 
Bianca Harvey, Marketing Director
Tamra Lindsay, Senior Brand Manager
Jeremy Newman, Brand Manager
Ogilvy
Strategy: Fabian Broghammer, Jakub Hodbod, Kristel van der Vliet

 Account: Cecile Brouard, Becky Jenkins, Celina La Piccirella, Dani O’Donnell, Orsina Schüllner, Pia Smith-Boquien

Influence: Miriam Burgos, Jack Docherty; 

Creation: Emily Downing, Dominic Flaherty, Daniel Treichel, Olivia Westo
SportFive
Quirin Bader, Annie O‘Brien (S5 UK), Josephine Roell, Anna-Luisa Seraphim, Patrick Wonko, Deniz Yilmaz, Annick Zahn
Photographer: Stefan Mayer
Videographer: Yannick Michael