Stockholms Brantaste
How do you launch a race from scratch, with a limited budget and no historical data?
Client
Marathongruppen
Industry
Sport & Events
Year
2025
Establishing a race without historical data
In 2025, Marathongruppen took over Stockholms Brantaste, a race up Hammarbybacken hill. With no prior campaign or audience data available, the task was both to establish the race under new management and to build knowledge about which audiences, messages and channels drove interest and registrations.
With a limited budget, the campaign needed to deliver reach, generate engagement and lay the foundation for future editions, all at once.
The hill as the creative expression
The campaign took its cue from what makes the race unique: the hill. Typography and text were made to tilt, climb and take the shape of Hammarbybacken, while authentic race photos captured participants in real effort. The silhouette of the hill became a cohesive and recognisable element that could easily be adapted to different messages and formats.
TAS owned the full chain, from campaign concept and production to media planning, paid media and ongoing optimisation. The digital campaign ran on Meta and Google with multiple creative variants, giving the platforms more signals to optimise against. In just two weeks, we went from idea to finished campaign assets.
Results
142,000
People reached
437,000
Impressions
4,700
Link clicks
Services
- Campaign Concept & Creative Idea
- Production
- Media Planning & Buying
- Meta Advertising
- Google Advertising
- Ongoing Optimisation & Reporting