Beneva X Mississauga’s 2024 Marathon

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The Project

To mark the 20th edition of the Beneva Mississauga Marathon, our teams worked on Beneva’s brand activation.

Objective: Increase the visibility of the Beneva brand by fostering a sense of belonging with participants, while creating an experience that adds value for both participants and the event.

This activation aims to enhance the well-being of the 4600 registered runners in the various races, along with their supporting loved ones, to reinforce the brand message: the insurer that prioritizes people above all.

The Experience

The Beneva space, which offers a custom recovery area for runners after the race, has become an essential meeting place for the finish lines of the Quebec and Montreal marathons since 2022.

Before and during the race, runners’ loved ones had the opportunity to send messages to the runners. The screen located at a key point on the course displays personalized messages as the runners approach using RFID technology. More than 1500 messages were sent.

Upon arrival, the area, measuring 40 feet by 60 feet, included three distinct sections: a counter for distributing stretching bands, a relaxation area, and a recovery zone equipped with custom equipment for the runners’ stretching needs.

Recap Beneva x Mississauga Marathon


More than 5000 participants
During the race
1671 encouragement messages
sent to runners during the marathon
Over 200 volunteers
for the entire event
A recovery area
with three sections