Design and coordination of a 360° annual activation plan to maximize the impact of running partnerships
Services
Activation strategy
Creative concept
Artistic direction
Production direction
Project management
Client
Crédit Agricole next bank
Categories
Sponsorship activation
Operational management
Challenge
To develop and orchestrate a coherent 360° annual activation plan leveraging all of the brand’s running partnerships, while coordinating the implementation of all activations to create a cumulative impact and bring next bank’s proximity identity to life.
The goal was to transform multiple partnerships into a unified activation ecosystem, requiring an overarching strategic vision and complex operational coordination to ensure narrative coherence and maximize synergies across all touchpoints throughout the year.
Strategy
Annual Strategic Architecture
Our approach is to design a 360° activation plan structured around an annual common thread, transforming scattered partnerships into a coherent program. This holistic vision allows anticipation of intensity peaks, optimization of investments, and creation of a recurring effect that gradually reinforces the brand-running association.
Integrated Multi-Touchpoint Coordination
The strategy is based on perfect synchronization between digital, event-based, and experiential activations. Each activation feeds into the next, creating a cumulative momentum that amplifies the overall impact of the annual program.
Behavioral Insight on Runners
In-depth analysis shows that runners seek diverse information for their preparation and favor social recommendations. This understanding becomes the foundation of the entire system, guiding each activation towards practical help and strengthening social bonds.
Humanizing Banking through Support
The strategy transforms next bank from a financial institution into a partner in personal achievement, using the world of running to create authentic proximity with clients in their life projects.
Solution
Orchestrated 360° Yearly Activation Plan
Our solution revolves around a coordinated ecosystem of activations over 12 months, requiring complex project management and a comprehensive strategic vision:
Global Program Management
- Development of a yearly activation calendar synchronized with running events
- Coordination of budgets and resources across all partnerships
- Management of synergies between activations to maximize cumulative impact
- Monitoring cross-KPIs and real-time strategic adjustments
Digital Platform and Expert Content
- Coordinated collaboration with professional runners and experts
- Production of multi-format educational content (running tips, nutrition, training)
- Centralized digital platform as a hub for running expertise
- Coordinated social media strategy across all channels
Modular Physical Activation
- Design of an adaptable experiential setup for different events
- Post-race relaxation zones with stretching activities
- Entertainment areas (games, VR experiences) for runners and companions
- Complex logistics coordination across 5 annual events
Multi-Partner Coordination
- Negotiation and coordination of all running partnerships
- Alignment of objectives with different event organizers
- Management of specific constraints and opportunities for each race
- Optimization of investments across the entire portfolio
Results
Successful 360° Coordination
The yearly activation plan demonstrated the effectiveness of an orchestrated approach, transforming multiple partnerships into a coherent and impactful program. Strategic coordination helped optimize investments, create synergies between activations, and firmly establish next bank as a close partner to runners. The generated cumulative impact validates the relevance of a 360° global vision in managing complex partnerships.
5
Annual events
+100k
Digital reach
+10k
Visitors
92%
Satisfaction
