ON RUNNING

On Running selected BULLFROG to support the launch of the Cloud Surfer AW25 campaign. The main objective was to drive meaningful engagement with their key audience — running enthusiasts and lifestyle consumers — whilst elevating product consideration.

BULLFROG conceptualised a suite of seven custom-built interactive ad creatives designed to maximise engagement and drive product consideration. The hero formats for the campaign were the interactive IMPAKTSKIN and IMPAKTFlipbook — two proprietary formats that allowed users to explore different shoes and colourways, engage deeply with the creative, and enjoy an e-commerce-style experience within a natural browsing environment.

The campaign ran for several weeks across five European markets, targeting On Running’s core audience through a carefully curated selection of premium publishers, including Runners World, Elle, Hypebeast, and Who What Wear, alongside key lifestyle titles across the APAC market, including Japan, Hong Kong, and Australia. The combination of rich media and interactive formats, paired with strategic media placement, immersed target consumers in the On Cloud Surfer brand experience whilst delivering on all core campaign objectives.

The campaign delivered strong performance across all key metrics. Average viewability across all formats reached 82%, significantly above industry benchmarks for rich media campaigns. The IMPAKTFlipbook format drove an engagement rate of 4.2%, whilst video formats achieved a completion rate of 36%. Overall, the campaign delivered a CTR of 0.41%, reflecting the effectiveness of combining premium interactive formats with strategic publisher placement across both European and APAC markets.