The Voltarol marathon campaign stood out for its inventive approach to brand building, combining cultural relevance, digital-first thinking, and experiential engagement to elevate visibility and deepen consumer connection within the topical pain relief category.
The campaign was delivered in three key phases:
A branded stand and massage zone at the London Marathon Expo at ExCeL London;
An integrated out-of-home campaign supported by social media,
and an experiential activation at mile 21 of the London Marathon.
We were tasked with creating an eye-catching, engaging stand within a limited footprint at the Marathon Expo—designed to attract attention, spark conversation, and drive interest in the product range. To encourage participation, we introduced a 360° camera as a fun, interactive way to get people involved.
Voltarol's sponsorship of the Massage Zone showcased the brand's dedication to supporting recovery and performance. The fully branded space offered runners pre-race massages in a restorative environment. This presence reinforced Voltarol's positioning as a trusted ally in helping active individuals prepare, perform, and recover.
Coordinated social media before, during, and after the campaign helped to amplify awareness.
The Voltarol "More Than Running" Challenge on Strava was a standout example of inclusive innovation. With over 108,000 participants completing the challenge.
At Mile 21, the glittery Voltarol Boombox created a high-energy moment that boosted morale and generated widespread social media sharing. This activation transformed a physical touchpoint into a digital ripple effect, extending the brand's reach far beyond the racecourse.
The guerrilla distribution of 5,000 orange bucket hats added a playful and memorable layer to the campaign. These hats quickly became a visual symbol of Voltarol's presence,
Voltarol positioned itself as a supportive presence in runners' preparation and recovery journeys, reinforcing its role as a trusted ally in performance. The campaign met and exceeded key performance indicators.
The Voltarol campaign delivered strong performance across brand visibility, engagement, and commercial impact, demonstrating the effectiveness of its integrated strategy. High-impact media placements, including a YouTube masthead takeover and a Meta moment over marathon weekend, secured premium visibility at a key cultural moment and increased relevance among younger, active audiences. This was reinforced by a dynamic out-of-home presence across London and major transport hubs, keeping Voltarol top of mind throughout the marathon period.
In total, the campaign generated over 392.9 million impressions across digital and out-of-home channels, driving exceptional reach and awareness at scale. Experiential activations further amplified engagement, creating buzz and strengthening Voltarol’s leadership position in topical pain relief.
