Client: Vodafone

Event: Big Bold Challenge

Brief: Building on the success of the 2013 Big Bike Challenge, Vodafone challenged Threshold with two main KPI’s; to engage more of their UK employees and to make the 2014 event more accessible to non-cyclists.

Response: Threshold devised a one day event that offered 7 different event options including a full and half marathon, two lengths of duathlons and multiple bike challenges. Most excitingly, all routes were designed to finish at the Olympic Park in London for a joint celebration.

Incorporating Vodafone’s brand strategy of helping people to live bolder lives along with their CSR commitment of Giving Something Back, employees were encouraged to take on the challenge of living more boldy and in doing so, fundraise for a cause of their choice.

Results: The original target of engaging 400 employees was broken within 24 hours of entry opening. Therefore, Vodafone decided to increase their support so that a further 200 employees could join in. The overall results prove themselves;

  • Over £165,000 was raised for 163 charities
  • Over 85% of participants are quoted as feeling more proud to work for Vodafone as a result of the event