Client: Dixons Carphone

Event: Race to the Stones

Brief: Dixons Carphone (formally Carphone Warehouse) had multiple CSR objectives they wanted to hit in one key event; improving employee engagement and well-being and fundraising for Get Connected. We had just the thing for them.

Response: Threshold launched the Race to the Stones (RTTS) in 2013. It is a 100km ultra distance challenge along the 5,000-year-old Ridgeway footpath, ending at the legendary Avebury stone circle. Entrants can either complete the challenge as a non-stop ultra marathon, or over two days of walking or running, staying at our mid-way tented base camp. The event is designed to appeal to the mass market who would not necessarily identify themselves as particularly athletic. It is now the largest ultra marathon in the UK with over 2,000 participants and was the ideal canvas for Dixons Carphone to meet their objectives with a title sponsorship.

In order to get as many employees involved with the challenge itself, Threshold provided exclusive lower mileage routes for Dixons Carphone participants to make it fully accessible. Furthermore, in order to get them ready for the event weekend, Threshold designed and produced team kit and gave people the option to be part of the Average to Awesome programme which saw 12 people coached by multiple world record holder Rory Coleman. At the overnight base camp a Get Connected charity space was also created in the chill out tent which had comfy seating, treats and relaxing music for runners and walkers to unwind.

Results: In 2014, over 185 participants made up Team Dixons Carphone and they hope to exceed this in 2015. As well as raising over £45,000 for Get Connected, feedback from participants included:

  • 100% said the event increased their pride in working for Dixons Carphone
  • 100% said it was a good thing for Dixons Carphone to sponsor events such as RTTS
  • 85% said that taking part in the event has improved their overall health
  • 71.2% said that the event had inspired them to exercise more regularly