As a partner of The IRONMAN Group for a number of years, ‘performance-driven sports marketing agency’ WePlay worked on the digital push behind the recent Standard Chartered Singapore Marathon (November 29th to December 1st),
The Standard Chartered Singapore Marathon is a leading mass participation run in the region and the only World Athletics Gold Label race in Southeast Asia. The 2024 event in Singapore saw record participation, a new finish line and refreshed routes. There was notable growth in year-on-year registrations, up from 43,000 in 2023 to 55,000 in 2024.
WePlay worked with event organiser The IRONMAN Group on motivational storytelling across a variety of digital channels including social media, programmatic and YouTube. This aimed to drive up impact & reach across a number of phases in the run-up to the event.
According to WePlay… ‘The tangible outcomes of this partnership are undeniable, consistently surpassing campaign targets with a 50% year-on-year increase in registrations driven by paid media, accompanied by a 25% improvement in cost per acquisition (CPA) and a 45% boost in return on ad spend (ROAS).’
Luca Massaro, CEO at WePlay said “The IRONMAN Group has been one of our longest-standing clients for over eight years.
“We take great pride in our work with the group, which is evident in the results of our latest campaign for the Standard Chartered Singapore Marathon. There has been significant growth in mass participation sports in recent years and our expertise in helping to drive registrations for such events, through data-driven insights and creative storytelling, is at the core of our offering.
“We look forward to the continued success of our partnership with The IRONMAN Group as we move into 2025.”
Santoz Kumar, General Manager, Singapore, at The IRONMAN Group, said “Our partnership with WePlay has been instrumental in redefining how we connect with our audience and drive engagement for marquee events such as the Standard Chartered Singapore Marathon.
“Through data-driven strategies and powerful storytelling, this partnership has contributed to impressive growth in registrations, with 55,000 runners from Singapore and across the globe taking part over the race weekend, further cementing the marathon’s status as Southeast Asia’s leading mass participation race.”
