A 3-day global BBVA internal strategy convention in Madrid with 1,600 leaders from 25 countries to present the group’s 2025-2029 strategic roadmap and drive the all new “Go Further” brand purpose.
The main objective was to communicate and align BBVA’s global leaders around the new 2025-2029 Strategic Plan, and the “Go Further” brand purpose. The event aimed to share a common vision, inspire attendees, foster pride and engagement, strengthening corporate culture and shared leadership. Each participant was expected to fully understand the strategy, feel part of it, and then act as an ambassador for it in their country ore region.
Additionally, the event sought to reinforce BBVA’s position as a benchmark in innovation, sustainability, and inclusion, demonstrating consistency between words and actions.
This global strategic meeting was conceived as a statement of intent, turning the venues into living sensorial experiences where every narrative, visual, & tactile detail reinforced the “Go Further” claim, inviting attendees to live the strategy first-hand rather than just see it on a screen.
At IFEMA, the scenography broke with traditional formats, inspired by Silicon Valley big tech presentations to ensure full immersion, message clarity, & active participation. No monotonous speeches or PPTs were allowed. Entry was through an immersive tunnel leading to a mirrored stage with a 45-meter screen. Over 700 custom animations and content pieces reinforced key messages, alongside performances combining AI, live music, and interactive visuals.
The Bernabéu stadium & Madrid Arena, hosted the gala dinner & final celebration, which became exclusive spaces for a more personal & intimate gathering, featuring luxury gastronomy by 3 Michelin-starred chefs & live entertainment.
