OMO Stays Unbeatable at Comrades Marathon 2025

3-4 minutes read

From Start to Finish, Tradeway Delivered Multi-Touchpoint Impact for South Africa’s Ultimate Race

Client: Unilever
Brand: OMO
Event: Comrades Marathon 2025
Location: Durban, KwaZulu-Natal
Duration: 4 Days (June 5–8, 2025)
Touchpoints: Expo, Race Route, Spectator Zones, Finish Line Activation

The Challenge

OMO is no stranger to powerful messaging, and this year, the brand aimed to show up unbeatable at one of South Africa’s most iconic sporting events; the Comrades Marathon.

The goal?
To create a fully immersive, multi-location brand presence that could reach runners and spectators across several key moments in the Comrades journey, from pre-race anticipation to the emotional finish.

OMO needed a solution that could bring energy, emotion and meaningful interaction to life at scale. And that’s where Tradeway stepped in.

The Solution: A 4-Day Brand Takeover

Tradeway designed and executed a comprehensive activation strategy across every major touchpoint of the event, positioning OMO not just as a sponsor, but as a supportive, motivating presence from start to finish.

1. Expo Activation (June 5 - 7)

Hosted at the Durban Exhibition Centre, the three-day expo was the perfect opportunity to build early momentum for the brand.

OMO’s stand engaged both runners and spectators with live interactions, product visibility, and memorable messaging.
Attendees were invited to write personalised motivational messages for runners to be delivered on race day, building emotional buy-in.
The result? A buzzing atmosphere and hundreds of custom messages that made their way onto the course.

2. Essex Terrace Refreshment Stand (Race Day - June 8)

At exactly 8.8km from the finish line, a strategic refreshment station was transformed into an OMO motivation zone, targeting the moment when fatigue and doubt typically set in for runners.

A live DJ amped up the energy.
The OMO Cheer Squad and brand ambassadors distributed those same personalised messages from the Expo.
Flags, banners, and the Stay Unbeatable arch created a visually dominant brand presence.
Most importantly, the activation reconnected runners to the emotion behind the event, reminding them they weren’t alone.

3. Peoples Park Finish Line Experience

At the final destination near Moses Mabhida Stadium, Tradeway delivered a high-impact, multi-faceted stand that celebrated every finisher and made OMO part of their victory.

Key engagement points included:

Live demonstrations of the OMO Supersoak range, reinforcing product performance through real proof.
Photo moments with branded backdrops to capture the finish-line high.
Interactive games tied to the brand’s “unbeatable” messaging, encouraging participation and fun.
A Samsung-featured washing machine zone, linking product relevance to home life.
An exclusive VIP area, giving key guests a premium OMO experience.

The Outcome: A Fully Connected Brand Experience

Across all four days and multiple locations, Tradeway ensured that OMO showed up in full force, not just as a brand, but as a motivating, present, and energising force for thousands of participants and supporters.

OMO’s message was clear: “Everyone is unbeatable”, on race day and in life.

Through seamless logistics, trained brand ambassadors, and strategically placed touchpoints, the campaign brought together product, emotion, and performance, and made a lasting impact.

Key Results:

3-day expo engagement with thousands of visitors
Hundreds of personalised motivational messages distributed
Visibility at one of the most emotionally charged points of the race
Full-funnel experience from awareness to interaction to product demonstration
Positive brand sentiment, real consumer engagement, and a message that truly moved with the marathon

These results weren’t by chance. They were the product of precise planning, agile execution, and a team that understands how to translate brand ambition into unforgettable real-world moments. From logistics to live engagement, Tradeway made it possible for OMO to not only show up, but to truly connect, inspire, and leave a lasting impact at every step of the Comrades journey.

Below the Line Marketing