Before embarking on their first national ad campaign, it was important for HDC to refine the Ragnar brand. We approached this work with the same sort of enthusiasm and determination that Ragnar Relays exemplify. By conducting extensive research, interviews and workshops we were able to hone in on Ragnar’s unique position, identity and messaging. Then, to fully immerse ourselves in the brand culture, our team competed in Ragnar Tennessee, living the experience firsthand. We came as curious fans, and left as medal-wearing members of the Ragnar Nation.
How do you share the depth of the Ragnar experience within the pages of a magazine? For their first national ad, we didn’t want to merely bring Ragnar to viewers. We wanted to bring the viewer to a Ragnar. Through custom illustration and a twilight photo shoot, the ad exemplifies the connective power and unique qualities of the brand. Who is a Ragnarian? From the looks of this ad, anyone could be—and that’s exactly the point.
It would be hard to tell the Ragnar story without including moving imagery. Our goal was to capture the brand’s down-to-earth style and enthusiasm in ways that would show the public that relay racing is within everyone’s reach. Through the marriage of copy, design and custom motion animation, we brought the race event culture and physical logistics of a Ragnar to life. What’s it like running in a Ragnar? Insert 11 of your closest friends here.
Relationship Marketing Strategy
To fulfill the mission of Ragnar, enthusiasts needed a place to connect, to share their accomplishments and tell their unforgettable stories. Through relationship marketing strategies, we continue to engage existing Ragnar fans while drawing in a new audience 365 days of the year. We further cultivate relationships and tell the brand story through proactive, targeted media relations along with supporting in-market events. Through social motivation and online event planning, the community involvement continues to grow.