VIVO! Krosno got the town moving!

Preparations

The programme's promotion was certainly helped by the VIVO! Krosno identity built up steadily over time and its strong ties with the local community.

The idea was that nobody would promote the contest better than local ambassadors, so the campaign was supported by, among others, members of the Krośnieńskie Towarzystwo Cyklistów (Krosno Cyclists' Society). Together with them we made a video promoting the contest and a series of Instagram stories for VIVO!, and over time the information started spreading by word of mouth.

The invitation to take part in the contest was also broadcast on local radio and on the town's news portals. And of course we didn't forget about promotion in the Centre itself.

In the VIVO! mall you couldn't miss the large, colourful posters, and a spot promoting the campaign played on the speakers all the time.

When we asked participants at the end how they had heard about the campaign, almost everyone named a different source. For us this confirmed that such a high turnout was no accident, but the result of well-planned, wide-ranging activities.

Watch the video promoting the challenge, made together with the Krośnieńskie Towarzystwo Cyklistów

The challenge

The cycling campaign organised by the VIVO! Krosno Shopping Centre involved people of all ages and fitness levels. Thanks to elements of competition and a special points system that rewarded more than just kilometres, over 500 people were riding with us within a month!

During that time we built a positive, energetic community that brought together VIVO! customers, the brands present in the Centre and sports organisations active in the town.

By organising a summer cycling campaign, we wanted to encourage the local community to spend time actively outdoors and motivate them to stay healthy and active.

Splitting the contest into two two-week editions helped us keep participants highly engaged in the challenge, and also gave a chance to win to those who found out about the campaign a bit later.

We wanted to show that a bike is not only for sports training, but also works great as a means of transport. That's why rides to the Centre earned extra points. Suddenly there wasn't enough space at the bike racks, and the people of Krosno and the surrounding area really got into it!

Besides the satisfaction of moving regularly and the excitement of competing with others, the VIVO! Krosno Shopping Centre prepared many great prizes for participants.

Points earned during the challenge could be exchanged in the app for things like sports supplements, water bottles, cinema tickets, tennis court passes, gym and fitness class passes, backpacks, sports watches and even jars of honey from the Shopping Centre's own apiary. All the prizes brought a lot of joy, especially to participants who didn't make it onto the podium.

That was exactly the effect we wanted: for everyone, whatever their fitness level, to be able to set their own goal and reach it.

My motivation for taking part in the contest was to win a pass for fitness classes. Not for me, but for my mum. I knew it would make her really happy! - challenge participant

Results

The competition was extremely close, but after carefully checking all the rides we were able to pick the winners. The main prizes went to the winners of each stage and of the overall ranking.

Prizes went not only to the people in first place in each ranking, but also to participants in places 10, 15, 20, 25, 30 and so on (all the way to 50), following the principle that the contest should above all be good fun! The winners received VIVO! Krosno Gift Cards.