When KBC became title sponsor of the Dublin Marathon, the opportunity extended far beyond brand visibility. Known as one of the world’s friendliest marathons, the event is as much about the people lining the streets as those crossing the finish line.
Year one of the sponsorship needed to establish KBC as a genuine part of that culture. The challenge was to create a platform that spoke not only to runners, but to families, friends, volunteers, charities, and the thousands of people who show up simply to support strangers.
We led the development of a social first creative platform titled Run This Town. The idea reframed the marathon as a collective effort, where the city itself becomes part of the race. It gave KBC a way to celebrate participation in all its forms, whether someone was running, cheering, fundraising, or sharing encouragement from the sidelines.
Social channels were used as the primary canvas for the platform, inviting user generated content from across the city and beyond. Stories, images, and messages from the public were surfaced and amplified, allowing KBC to champion the people who give the marathon its character and warmth.
Rather than focusing on distance or performance, the work focused on belonging. It positioned KBC as a supporter of community spirit and shared achievement, helping turn the Dublin Marathon into a moment that the whole nation could feel part of.
