Activation & Media

Conquer Paris

Harmonie Mutuelle, Salomon, Garmin

Conquer Paris, the birth of a new racing experience

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December 2020. The return to normal life is still some time away. Since the beginning of the COVID-19 pandemic, governmental measures to control this health crisis have been accumulating. While all races are cancelled for an indefinite period of time, various questions are raised.

How do you keep the runners motivated? How to motivate those who started during the confinements? Virtual races are certainly an alternative, but at Sport Heroes we wanted to go even further, and give life to a "real race". The one where we challenge each other on the same course, on the same day. The one where we share smiles between participants, where we cross the same finish line. So we had to innovate and reinvent ourselves once again, in order to offer a new experience for the runners, while respecting the health standards


Sport Heroes then imagined a track game, the goal being to propose an innovative and entertaining experience around running, without any gathering. The concept was simple: a stage race, in duo. The idea was to offer an event open to all. Parents, children, friends and even pets could play the game. 

Once the project was imagined, Sport Heroes joined Harmonie Mutuelle, major partner of Conquer Paris, but also Salomon and Garmin, official equipment suppliers. An additional breath of fresh air for the sponsors who could no longer express themselves in physical events.

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An event that virtually brings together
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An event without any real gathering, but which nevertheless gathered virtually more than 1000 participants. 

This is also the advantage of a connected challenge: to gather whatever our objectives are. This leaves the possibility to mix runners! From the youngest, 7 years old for this edition, to the oldest, the objective remains the same: decipher the riddles in order to find all the checkpoints.

Also connected by the networks
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A connected event means a digital presence. Quickly, the interest of runners on the networks was focused on Conquer Paris. Thanks to the participation of sports influencers such as "Nicodream" or "Elisa is running", with nearly 130,000 subscribers, the event's network of participants has grown. 

334,000 engagements in total, not to mention the approximately 1.2 million people reached by the media campaign and communication channels (Facebook, Instagram, Newsletter, etc...).

The connected experience is a way for brands to stay connected to their community. This is what Running Heroes has done, as they were looking to offer an innovative experience after the difficult period of COVID-19.

Partners who contribute to the success of the event
Checkpoints near the signs
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For Conquer Paris, 5 mechanisms have been imagined to highlight the partners, in addition to their presence in the media plan throughout the campaign. This is a way for partners to be fully integrated into the race experience, and to benefit from a dedicated voice.

How do you do it? Thanks to these mechanisms:

  • Collection of participants' boxes in partner stores and brands
  • Checkpoints strategically placed near their signs
  • Surprise box containing "Charlie and the Chocolate Factory" style Golden Tickets with partner's products
  • A photo contest that boosts the visibility of partners tagged in participants' publications
  • A T-shirt of the race with the colors of the partners

Activations that allow brands to establish their presence alongside runners and work on brand preference, but also to generate traffic in stores and convert new customers.

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"Kudos to your entire team for organizing and we look forward to your next event!"

"Thanks! It was really cool to be able to recapture some of the atmosphere of the races!"

"Thank you for this organization, great race format, a big congratulations to the whole team for the organization and for the weather"
By the numbers:


Duo teams (sold out)

1.2 million

of people reached by the media campaign

334 000


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