Riemann P20 at The Colour Run Sun Protection Sampling | 3 Race Locations

01

The brief

As a key sponsor of The Colour Run, Riemann P20 wanted to build brand awareness by teaching attendees why sun protection matters when you are active outdoors.

The campaign set out to use the summer event to promote P20's once-a-day sun protection, putting samples and clear product information into the hands of runners and their families, then carrying the message on through social content after race day.

03

Local teams at three races

• Long-term protection: why P20 suits people who are active outdoors for hours.
• Once-a-day application: the key product point, delivered to the brand's specification.
• Consistency: the same messages at all three races.

We put local brand ambassador teams at each of the three race locations, Wembley, Manchester and Brighton, so every race had staff who knew the area and the crowd.

Before the races, every team member took part in an in-depth product training session. The aim was accurate, convincing conversations: the team needed to explain the product in the brand's own terms, not read from a card.

04

How it ran

• Sampling: P20 samples handed out with sun safety information.
• Messaging: product points delivered to the brand's specification at every location.
• Content: social content created to drive engagement and product use beyond the event.

At each race the teams handed out P20 samples alongside information on the benefits of long-term sun protection, with the giant P20 photo frame giving runners and families a reason to stop, pose and share.

05

Photography and reporting

We covered every race with full event photography and reporting. That gave Riemann P20 a record of each location and a bank of content to use in future promotions and campaign planning.