How We Helped Abbott Elevate Their Brand Identity WITH an Unforgettable Marathon KINETIC ENERGY Experience
20th April 2023 - LONDON, UK
At Pavegen, we're passionate about creating unique kinetic experiences that connect brands with their audiences in innovative and meaningful ways. So, when we were approached by the global sports marketing agency TSMGI to design a Kinetic Brand Experience for their client Abbott at the TCS London Marathon Running Show, we knew we had to bring our A-game.
Abbott, a global medical devices and healthcare company, wanted to raise awareness of their sports hydration and performance products to thousands of visitors attending the marathon show, as well as promote their sponsorship relationship with Real Madrid FC and the elite NN Running Team and Eliud Kipchoge. As their trusted event marketing agency, TSMGI sought to create an engaging and competitive brand experience that would captivate attendees and elevate Abbott's brand identity.
Kinetic Energy Generation Converted to Human Performance Data
We worked closely with TSMGI to design a unique kinetic brand experience that would allow participants to test their speed and endurance against professional football players from the Real Madrid team and the legendary Eliud Kipchoge of the NN Running Team. Using our kinetic energy floor, we converted the act of generating electricity with every step into human performance data, providing participants with real-time feedback on their speed and power.
Two Unique Kinetic Energy Challenge Games
The first challenge, "Super Sprint with Real Madrid," required participants to test their sprint speed in a 20-second burst of power against the peak speed of elite football stars. The second challenge, "Keep Up with Kipchoge," challenged participants to keep up with Eliud Kipchoge's record-breaking marathon pace, tracking their steps per second to see how long they could stay in his footstep zone. At the end of both challenges, we converted the electrical energy data into real-life human performance statistics, such as carbohydrates and energy consumed during gameplay, providing an opportunity to offer a free sampling of Abbott's performance consumer products.
Every Step GenerateD Huge Audience IMPACT
The impact of our kinetic brand experience was huge, attracting the attention and awareness of thousands of global visitors during both the 2022 London and Chicago Marathons, as well as the 2023 London Marathon. The presence of Álvaro Arbeloa and Eliud Kipchoge at the 2022 London Marathon helped to further raise awareness of Abbott's brand, with brand activations at both the Chicago and London Marathon Expos reaching over 150k people at each race. By creating an interactive and unforgettable experience for Abbott, we helped to significantly increase consumer understanding and awareness of the brand in the wellness and health technology space.
Kinetic Energy Floors HELP Raise sustainability and Net Zero Awareness
At Pavegen, we believe in the power, effectiveness, and value of live in-person experiences for brands looking to promote their products and raise awareness of sustainability and net-zero goals. By harnessing the human act of generating electricity with every step and converting it into human performance data, we're able to create unique and unforgettable brand experiences that connect with audiences in meaningful ways. If you're interested in learning more about how we can help elevate your brand identity, get in touch with us today.
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Pavegen is a purpose-driven technology business that helps power change and generates positive outcomes for people and planet. Laying underfoot inside buildings, public spaces and at events, Pavegen Kinetic Paving harnesses the power of people’s footsteps, creating not only a small amount of energy – but also imaginative, interactive experiences and data, to help educate, engage and enable meaningful actions around sustainability and Net Zero intent. Pavegen calls this Citizen Impact; powered by Pavegen.
Pavegen helps power Kinetic Street Furniture applications such as USB charging, LED lights, and Green Wall irrigation systems, whilst data from the system can be used for public educational purposes on digital display screens. Kinetic Brand Experiences at live events, expos, festivals and public spaces produce data to provide gamified experiences that help brands engage meaningfully with consumers.
The company was founded in 2009 by Laurence Kemball-Cook who invented the Kinetic Paving technology that can now be seen in over 37 countries around the world.