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The promotion, planned by account director Ben Gordon, was also recognised as the best use of magazines in a multi-media campaign.
The campaign centred around the idea that 87% of the athletics market were beginners or casual runners who were less interested in the technical performance of their sportswear than in the lifestyle associated with the hobby.
MGOMD worked with NatMags' titles Runner's World, Men's Health and Zest to devise ‘Inspired To Run', which asked readers to share their moments of inspiration.
Editorial was tied into blog-style content on the magazines' websites during the course of the nine-month promotion, resulting in 1,800 runners registering to find out about Reebok running products and a sales uplift of 4% during the campaign, reversing a previous decline.
Mediaedge:cia's Andy Mahoney and Nick Baughan picked up an award for innovation for a Maserati campaign, while Richard Higbid and Sonya Arthur from Mediacom's campaign for Volskwagen Golf Plus was named best use of consumer insight.
Zenith Optimedia won two awards, for campaigns under £250,000 and over £250,000, for British Airways and Pedigree dogfood respectively. The campaigns were planned by Chris Davies, Nik Vyas, Chris Cardew and Charlotte Reich.
Each winner took home a trophy and a cheque for £500, while the overall winner also received two all-access passes to a gig sponsored by the NME.
Media Week was the official media partner for the awards, which took place at IPC's new Blue Fin Building.