Virgin Money Fundrsing Lounge 2018

Virgin Money Fundrsing Lounge 2018

JustPose has worked with the London Marathon’s headline sponsor since 2013, creating immersive photo experiences that celebrate runners and help them raise funds for their chosen charities. This post relates to the 2018 project, we’ve since worked on the 2019 project.

Each year, the Fundraising Lounge is open to up to the 80,000 runners, ahead of their big race. We’re there to capture their moment in the spotlight.


The Brief

Project: Virgin Money’s Fundraising Lounge
Location: ExCel, London
Aim: Help Virgin Money consumers and marathon runners feel valued; ensure a positive interaction with the brand; provide a photographic memento of the marathon experience; encourage social media coverage with given hashtags.
Requirements: Concept development, production, project management, staffing.
Budget: £15-20k


Our Approach & Solution

Product / Service: A custom build based on our Live Sharing using Ipads.
Turnaround: 8 weeks.

We work closely with RPM (Virgin Money’s experiential marketing agency) to create different activation areas each year. To date, these have included a giant medal, a greenscreen finish line and a ‘Sponsor Me’ frame.

4 days at the Expo. 37 hours live time. 8,536 photos captured. 1,577 GIFs created. 10,113 total outputs. 6,000 social shares. 33% social shares to Instagram. 60% Facebook posts.

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