Leo Burnett Israel: Samsung makes every marathon runner a winner

Feel you have zero hope of ever winning a marathon? In this year’s Tel Aviv marathon everyone is going to win.

Samsung’s platform is Do What You Can’t, so the seventh time sponsor of the Tel Aviv Marathon – Israel’s biggest sports event of the year, can’t let people give up on themselves. And Leo Burnett Israel is helping Samsung to do what it can’t, itself.

Samsung is enabling every runner in this year’s marathon to win. In their own very, very, very, very specific category.

Samsung will use runners’ data to create a personal category for each individual runner, in which they will be sure to win. The brand will ask every runner to complete a personal online questionnaire as part of his or her marathon registration process. The data collected at that point and the data collected after the race (personal time, pace, distance etc) will be fed into a system that will create their very own, exclusive “category of one” for every runner.

So there will only be one winner who is a man, lives in Tel Aviv, is a sworn Grateful Dead fan and surfs a SUP in his spare time, for example. There will only be one winner, who ran the half–marathon, comes from kibbutz Nir David, owns a Jeep Touring company and has seen all the Star Wars movies ever.

With its idea, Samsung hopes to give all marathon runners the encouragement they need to face whatever challenges they come up against and feel victorious.

With its film, Samsung hopes that its light-hearted attitude will inspire everyone to get active and run.