Paris 2024 Olympic and Paralympic Torch Relays’ activations for Banque Populaire (BP) & Caisse d’Epargne (CE)

Create, develop & run the roadshow & mobile marketing tour concept in 100+ metropolitan France & overseas territories aimed for the public in the Olympic & Paralympic context from May to Sept

3 main objectives were identified for BP and CE as primary sponsors of the Torch Relays:
– It was a Glo-Cal project, a Global Bank but considered as local banks though part of a national network. The first objective was, therefore, to bring the Olympic and Paralympic Flames to the heart of all French territories over a 3-month journey and to bring the magic of the Olympic and Paralympic Games to the greatest number of people.
– As part of their 2024 strategic plan, the aim of both brands was to be acknowledged as THE banks of Sports nationwide: underline the engagement of both brands in the sports field, emphasize their historical partnerships with sports federations (French Federations of Sailing and Surfing for BP, and French Federations of Basketball and Handball for CE), and endorse more than 250 French athletes in all fields.
– Develop an internal recruitment campaign of 3 000+ employees all over France to develop the employees’ engagement as becoming Brands’ Ambassadors.

The global concept emphasizes brands values & sport engagements.
Convoy:
– 2 animated trucks designed on the brands sport identity: wave shape (BP), giants handball goal mixed with a basketball hoop (CE)
– Integrated screen displaying key messages & footages
– 4 performers acting as brand ambassadors & 2000 employees to interact w/ & entertain the public
– Webapp development to match the Paris 2024 CSR policy: avoid physical goodies and offer 750+ OLY/PARA Games tickets
Celebration sites:
– 2 experiential booths designed to dive into the nautical (BP) & team sport (CE) universes
In each, 4 bespoke experiences:
o Sports experiences:
? Playground area & specific corner to present the French Teams & records
? Nautic experiences for BP: sailing knots & winch challenge
o Photocall w/ the Torch
o Legacy programs: development of digital animations
o Highlight of local sports initiatives & endorsed athletes
– 2 creative, sporting & audience engaging shows
– 1000+ employees recruited as brand