Marathons Activation

The project

Tribu was responsible for the ideation, conceptualization, production, and on-site execution of the activations surrounding the sponsorship, covering all phases of the event—before, during, and after.

Objectives

These activations aim to reinforce the message of kindness and well-being for runners while creating a rewarding experience that adds value for both participants and events.

With Beneva’s presence at key stages of the experience, we allowed marathoners and their loved ones to experience the brand’s commitment to the running community.

In this third year, the brand solidifies its position as a caring leader in these two essential events, and the Beneva space becomes the true finish line of the Marathon.

The experience

THE CHEERS

Now a staple of marathons, this is the #1 way to give a BOOST to a loved one during their race.
As the runner approaches the giant screen located along the course, they activate encouragement messages sent by their friends and family using RFID technology.
Brand ambassadors positioned in the CHEERS area are there to give an extra BOOST to the runners.

ONE SPACE THAT COVERS MULTIPLE NEEDS

Becoming a true meeting place for runners and their families after the race, the Beneva 2024 experience is optimized to address various needs for both the runners and their supporters.

Gather & Relax: A space designed with plants, bean bags, and shaded areas for runners and their loved ones to relax in a warm environment after their performance.

Recover: Stretching services, massages, and access to recovery accessories to help athletes recuperate after their efforts.

Celebrate: A photo area for marathoners to celebrate their achievements by posing for their HERO SHOT, proudly displaying their race and time.
A participatory ‘CHEERS’ wall was also available for loved ones to leave encouraging messages for their athletes.

BEFORE THE EVENT

During the EXPO-MARATHON, we also designed a dedicated space for BENEVA to reinforce the brand’s key messages and provide an engaging experience for participants.