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Events & Conferencing company news

Phat gets dirty and promotes unique triathlon challenge

Through its expertise and sponsorship, brand activation company Phat is playing a key role in making the unique X-Dirt Triathlon Challenge a reality.
click to enlarge
click to enlarge

The challenge that started with its first event on 1 December 2013 is unique in that competitors can, for the first time in an event of this nature, choose to do their cycle discipline either on the road, or off-road.

In addition, competitors can compete individually or as a part of a two-member team.

"What started off as a fairly small involvement from us, only assisting X-Dirt with the corporate identity and market positioning, has blossomed into a relationship where we are not only involved in the development of these events, but are a proud sponsor of the events," says Christopher de Bod, co-owner of Phat.

"We at Phat thrive on innovative and creative ideas and this challenge definitely fits the bill.

"Triathletes will swim for 600m, and then will be able to choose whether to cycle 20km on-road or to cycle 16km on the off-road stage and will then run 5km.

"It is offering something for everyone: from the professional triathlete right down to those trying this sport out for the first time.

"It is even catering for children as there will be a kiddie's race prior to each main event," he says.

De Bod says that another exciting aspect of the race is that it will be televised on SuperSport from December 2013 all the way through to April 2014. A schedule displaying the channel and the times the races will be aired, will be available on X-Dirt's website, www.xdirt.co.za.

In addition to sponsoring the event, Phat continues to be intrinsically involved with the X-Dirt brand overall as it is the custodian of the X-Dirt's brand and corporate identity. Phat is also the appointed marketing and advertising supplier to X-Dirt.

"We are very pleased to be part of this exciting and unique challenge and will continue to use our experience in brand activation to assist X-Dirt in its objectives: to grow participation in the sport of triathlon and to promote healthy outdoor living for people of all ages.

"But," says de Bod, "our main aim is to ensure that triathletes participating in this event challenge have the most memorable experience both on the track and interactively through what we do, and that they return to compete in next year's challenge."

Phat is a Brand Activations company that strives to elevate events and promotions into unforgettable experiences which are focussed, at all times on ensuring a substantial Return on Investment for clients.

Founded in 2008 as a micro organisation, Phat has gone from strength to strength, experiencing an unrivalled 100% year-on-year growth for the past three concurrent years.

Phat's success in brand activation is built on the consistent application of two concepts - Living Media and Variable Media - combined with intensely interactive experiences to create memorable brand activations.

Living Media - Nothing influences people like people. Phat is brand ambassadors to client's customers. But just as importantly; Phat is the customer's ambassador to its client's. Who better to carry a message to people than another person? Phat seeks out talented individuals with dedication, enthusiasm, eloquence and charisma to carry brand activation message into the marketplace. These people are nothing like run of mill hired-gun promoters. They are carefully selected to be professional ambassadors of its client's brand and they are thoroughly trained to adapt to the environment that they will be working in.

Variable Media is the planning, coordination and simultaneous execution of variable elements that combine to deliver in a single, sharply focussed brand experience. Phat has developed a system that helps discipline all aspects of planning and this allows it to consistently create superior, effective Point of Sale elements and customer brand experiences. The company combines this effective planning and coordination with extensive field marketing and engaging creative executions.


Phat's press office

At PHAT we treat a brand as a living, breathing entity. We use the concepts of Living Media™ and Variable Media™ to improve the probability of highly successful brand activation.
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