THE PROJECT
For a second year, Beneva was the title sponsor of the Montreal and Quebec City marathons. For the occasion, Tribu was responsible for the ideation, conceptualization, creation, production and field execution of the entire activation of the two sponsorships (before, during and after). The objectives of these activations were to reinforce the runner’s message of caring and well-being, and to create a value-added experience for participants and the event.
THE EXPERIENCE
BEFORE – Content creation
By means of video capsules, produced in advance of the events, we generated visibility for Beneva and its partnerships with the two marathons, and amplified Beneva’s positioning towards CHEERS – an application that allows friends and family to encourage their runner during the event – in order to position itself as a caring actor;
We produced a BENEVA space at the EXPO-MARATHON to promote key messages.
DURING – Brand experience in the field
We brought the brand to life through a field activation at the main event venue to position Beneva as a leader in good deeds among the running community during the event. The activation consisted of a recovery zone providing runners with recovery items and a relaxation area. Free smoothies were also available.
AFTER – Content creation
A recap video was produced following both events.
THE RESULTS