13 december 2018
MOSCOW (Dec. 13, 2018) – Datsun has named Yaroslavl, Russia, as the country’s “Capital of Power” following a three-month competition held to promote the popular form of street exercise known as workout.
Continuing to support workout in Russia, Datsun leveraged the country’s love for sports and physical athletics, while further popularizing it through several challenging and engaging tasks and activities. In continuation to the project introduced last year, the new initiative – “The Capital of Power” was kicked off in August with the aim to invite people to promote their city and compete to win the prize: the winning city will be host to Datsun’s sports festival of street athletics in 2019.
Receiving great response, the three-month-long activation witnessed participation from 53 cities and 2230 participants across the country. After an intense competition involving over 100 varied tasks, the city of Yaroslavl, an ancient city and a popular tourist destination, claimed its position as the winner, with St. Petersburg and Kirov closing in to claim the second and third place respectively.
Through this initiative, Datsun set out to bring together communities and like-minded people and its success was evidenced in the testimonials from the participants themselves. Collectively, they felt the competition not only encouraged them to become healthier and more confident, but also set high goals and overcome challenges, while finding new friends, people that think alike, and learning more about the Datsun brand spirit. The competition garnered widespread social media visibility with over 15 thousand posts across digital platforms.