With its new entity, Beneva wants to ensure its leadership role in the insurance and financial industries by affirming its identity, personality and values.
In 2022, Beneva becomes a major sponsor of the National Bank Open, and gives us the mandate to create a memorable brand experience.
Our mandate was to develop a 360° activation concept that would ensure the brand’s visibility by positioning Beneva as a caring brand.
Hello, we are Beneva, people looking out for people
With the goal of positioning Beneva as the ultimate caring brand, the focus of our ideation is to put people at the center of the experience.
1.Cultivating caring by celebrating the best services
If the National Bank Open is the guarantee of a great show every year, it’s not only thanks to the services of the tournament’s talented players. It is also the excellent services provided behind the scenes that make the event a success. The activation highlighted the volunteer committees that contribute to the success of the event behind the players, positioning Beneva as a very human company.
2.With the help of content creation
We designed and produced 30-second vignettes to showcase 5 volunteer committees. The winning committee won a training session with Marie-Ève Pelletier, a former Canadian tennis player, professional
3.The involvement of the visitors
After viewing the video, visitors had the opportunity to vote for the best serve by adding a ball in the column of their choice in a machine custom designed for the activation. Each vote gave them a chance to win a premium trip to the 2023 Toronto National Open.
Several contests were set up in advance and on site to generate brand engagement.
4.And the Look & Feel of the activation space
An open, warm and modern space with a fluid flow, responsibly designed with local partners. Plants were distributed to community organizations in the neighborhood.
Recap of the Beneva x National Bank Open sponsorship activation