IBERDROLA MARATHON EXPERIENCE, HOW TO CREATE A BRANDED EXPERIENCE WITH THE USER

BRANDED CONTENT: CONVINCE TO WIN

An experience with valuable content to create a long term client loyalty.

What happens in Always when a client entrusts us the responsibility of developing a project? The project presented by Iberdrola was about a recognition project for some of their internal clients, consisting in running New York´s Marathon.

Once presented, in Always we thought: how we can we surpass our client’s expectations? And how to do it in an attractive and effective way, adding value and being profitable?

First of all we asked ourselves: why New York? Is this Marathon important or it is only because of the city’s symbolism?

Also we thought about Iberdrola´s client. Are they all runners? What happens with the non-runners? Who will participate?

And, finally, we approached the project´s target. Which message Iberdrola wants to send their clients? Will the project add value or will it be difficult to do so? Why taking them to New York? How to make them take an active part in the programme?

In Always we decided to transform the project into a BRANDED CONTENT EXPERIENCE that included…

…An ad hoc experience for the user

…Using custom –made technological solutions

…Generating loyalty branded content with their target

…Whose idea should be based in marketing solutions

…Allowing an internal corporative communication action
And, also, that the whole project breathes a special intangible: MAKE OUR CLIENT’S CLIENTS ENJOY

A project becomes an experience and this experience generates solutions, generating a branding return and loyalty with a 100% of success.

• 100% of invitations covered in the programme
• 100% of participation of users in the programme
• 100% of technical and training goals accomplished
• 100% of the participants finished the Marathon (90% of them never participated in a Marathon)
• 100% of them reached or beat their expected time