WIND Hellas

In 2012, WIND, in order to renew its image and to create more contact and connection points with the public, decided to associate its name with the running movement. This choice led to a fruitful field for actions in order to promote an active lifestyle for everyone, at every opportunity, while promoting social work. The Company’s ultimate goal was to be connected with a popular race and make it one of the largest, massive, sports events in Greece. At the same time, this action aimed to strengthen the corporate image of WIND both internally and in its customer base and to increase local sales of products/services, while it contributed to the strengthening of its social profile, through a specially designed Corporate Responsibility program. Furthermore, through a targeted approach, the Company pursuit to engage directly with the consumers/runners, a difficult and different audience –the people of the city- and create, at the same time, a personal experience for the public that would enhance its brand image, it would contribute substantially to improving the quality of life of citizens and it would promote their participation.

WIND, exploring the participants of Run Greece, found that they are people who:

• Experience intensely the negative effects of the economic recession in every aspects of their everyday life.
• Are tech savvy, they grew up with the marketing and communication terminology and know the rules of the game.
• Are saturated by data, they are not complacent and are constantly looking for constructive ways of decompression.
• Are socially and environmentally more aware than ever.

The audience involved is women and men of all ages from 12 years old and elderly in the eighth decade of their life, nationwide. It is worth noting that, in parallel with the adult races, children's races are also organized for 7 up to 12 years old children.

Continuously, since 2013.

WIND, in the Corporate Responsibility Strategy framework, decided to support the Run Greece institution, which is organized by the Athletics Federation (SEGAS), since energy sustainability was a key factor in the design of the action. Run Greece program is a vehicle through which WIND, as an Official Sponsor and a Nominal Sponsor of the 5 and 10 km races, reaches the audience in seven cities across Greece, through an equal number of local sporting events, giving it an extra character of social contribution.

The message "We run together, with another attitude", through which WIND communicates its action at Run Greece, is not only a message of sports participation, but also a substantial contribution to society, inspired by the participants effort. The idea is based on the concept of rewarding personal effort, which is translated into moral contribution and participation of consumers. The contribution that corresponds to the power of people to overcome their own limits running at the pace, intensity and the way they can.

More specifically, WIND invites people of all ages to run in order to embody the symbolic message of effort and personal fight. In return, the company covers all costs and material needs of the running events, while, for each runner participating in the games, WIND offers a certain amount to an institution for children in the city where the race takes place. The program began in May 2013 with games in six cities across Greece. In 2014, another city was added and the organization arrived in Thessaloniki, Larissa, Heraklion, Ioannina, Kastoria, Patras and Alexandroupoli. For the communication of the the Action, a 360◦ approach was adopted that included above the line communication, BtL, online & social media, public relations program & publicity, individual donations to famous athletes, endorsement of "ambassadors" - members of WIND Running Team who are popular personalities. In the context of this action, local WIND and Public stores designed discounts and offers on products and services for Mobile, Fixed Telephony and Internet. Moreover, synergies were developed with local businesses for disposing discount coupons via WIND stores.

WIND, in order to implement this action, worked with the Athletics Federation (SEGAS) and a number of institutions and NGOs, which were chosen each year at a local level. In 2014, WIND collaborated with 8 NGOs.

On the occasion of this program, WIND RUNNING TEAM was created, which consisted of the Company’s employees who embraced the running movement and responded to the call of the Company for the support of social institutions, in the context of internal volunteerism. In 2014, 300 employees participated at WIND RUNNING TEAM.

Nationwide implementation in Athens, Thessaloniki and 6 other cities, in an annual basis.

So far, more than 26,200 runners joined WIND, embracing the Initiative, while over € 57.500 have been given to NGOs, across Greece, to strengthen their purposes. The participation rate in the running events reaches 95%, while the annual increase of participation in the games is 65%.

The design and implementation of the activities associated with the running movement had as a primary and main objective to improve the corporate image of WIND. According to the monthly quantitative research tracking, the program significantly strengthened WIND, as it was assessed by the respondents as more "into things," youthful, dynamic and direct.

In addition, sales of local WIND stores in the cities of the games increased by an average of 30% during the activity, while during the month of communicating the games, an average of 50% increase of traffic in local WIND stores was reported.

In terms of publicity, WIND activities resulted in 1,749 impressions (164 press references, 1,237 references on websites and 36 television references on national television stations) in all media (TV, Internet, Printed, Social Media), the value which is determined at € 2.629.733 million. The newsletters for every action had a total of 22,000 recipients, with an average open rate of 45,59%. 80% of the participants promoted the action in social media.