LEND A HAND

EDP

INITIAL CHALLENGE

EDP, the main sponsor of popular races in Spain, saw how, due to the pandemic, all mass events were suspended, including all races sponsored by them. How to continue creating brand value without these sponsorships?

Play Video

STRATEGIC REFRAMING

Transforming a physical marathon into a much more relevant digital marathon in the social context of a state of alarm and health crisis. Changing the role from passive to active. Changing the scenario from the street to homes. Changing the audience, from marathoners to anyone who wants to help in the fight against COVID-19, thus encouraging healthy living during confinement.

THE IDEA

EDP created the first INDOOR race in which all people in confinement could participate and help the cause from their homes. How? By converting each person’s steps into money for the Red Cross RESPONDE initiative in front of COVID-19.

10,000,000 steps = €50,000