Illumi Run 2013

Me with my SMU friends at illumi run 2013

The inaugural illumi run yesterday saw about 10,000 runners (news.asiaone). I missed the early-bird window and had to pay $68 to be one amongst the 10000 party-goers/runners yesterday. It was crowded but definitely fun! However, I was disappointed with the goodie bag; especially the poor quality of the running t-shirt. Being a business student I was intrigued that they would try to pull a run with poor quality t-shirt as compared to the other runs with better quality gears, and yet illumi run could still charge a premium. Only then did I realise that infinitus (organiser) may have applied blue-ocean 4-step strategy when they organised the run. 

Here's my take on the illumi run's Blue Ocean strategy. 

Cheers,

Dev

Marketing clutter on the train

The middle panel featured an ad from LTA, SMRT, SBS while the surrounding panels featured Great Eastern's ad. This is a classic example of having too much clutter, in this case on a single side of the MRT cabin and this benefits no one.