A fuchsia tide

On October 19 afternoon, the streets of the Puerto Madero district were covered in fuchsia during the most important women-only race in Latin America: McDonald’s M5K

The company relied on Oxean to take care of all aspects that would enable the ninth edition of this event, such as full organization, design and execution of the cross-communication strategy.

Oxean’s team coordinated technical issues with the race supplier and drove omnichannel actions for external communication (general public) and McDonald’s internal communication. 

Together with the client, we also created two highly successful motivational running workshops with the aid of Pía Slapka and Fernando Tambasco

“The communication work was extensive –before, during and after the race. Even when we worked on specific runners’ profiles, we stressed that the race encouraged women of all types to participate. The communication focus was on the race as a celebration and an event where women could go with their daughters, mothers or friends,” explains Valeria Scherbovsky.

Storytelling, an essential part of content strategy

One of the key elements of the campaign was telling stories of real women that would encourage other women to run.

“We identified, in M5K-related posts, comments that were likely to have a background story. We got in touch with and interviewed 6 women with different profiles. Their inspirational stories can be viewed on McDonald’s Argentina YouTube channel,“, adds Scherbovsky.​

From start to end

The “fuchsia tide” that took to the streets to promote an active and healthy lifestyle was possible thanks to our company’s big effort in developing, among others, the following pieces:

The outcome was a success, as over 8,000 women ran, and part of the funds raised were donated to the Ronald McDonald House Association, which supports families with children who undergo long-term treatments.

The celebration went as planned, and all of us at Oxean felt very proud of it.