Zurich Marató Barcelona &

Mitja Marató de Barcelona

Mucho más que un Patrocinio

Cinto Ajram Marzo 2014

VÍDEO
Principales Datos

• La Zurich Maratón de Barcelona es la maratón más

importante de España y la cuarta de Europa. Ha
ascendido hasta el puesto número 12 del ranking
mundial con el objetivo en los próximos 2 años de
llegar al top 10.

• La Zurich Marató Barcelona tiene la mayor tasa de

crecimiento y la más sostenida de todas las
principales maratones del mundo.

• La penetración de corredores internacionales llega

hasta un 43% del total de los inscritos

• La participación femenina es del 13%, muy inferior

a la de otros países pero creciendo rápidamente

• La expo sports se afianza como la mayor exposición

vinculada al running con 60.000 visitantes.

3
 Technical description

Date 16th March 2014 16th February 2014

Km 42,195km 21,097km
Edition 36º 24º

Total Runners 18.500 15.000

National Runners 10.500 12.000
International runners 8.000 3.000
Women 13% -
Man 87% -

Classification In Spain 1rt 2nd

In Europe 4th 12th
World-wide 12th -

Ajuntament de Barcelona Ajuntament de Barcelona

Sponsors Asics Kalenji
La Caixa Powerade
Powerade

3
¿Por qué?

• Valores de la Maratón  Valores de Zurich

• Ausencia de Patrocinios en España

• Posicionamiento actual de nuestra marca  Mas

cercana

• Creciente popularidad del Running  Imagen muy

limpia

• Zurich en toda la ciudad Sede Central de Zurich

• Empleados y colaboradores

• Relaciones Institucionales

5
 Objectivos ZMB

Negocio del organizador

Negocio Seguro Runner

Lead Generation

Reconocimiento

Objectivos Marca Prestigio de marca

Web / Social Media

Runners

Institucional / Empleados Apoyo total de la compañía

Voluntarios

Clientes Engagement
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 Internal
Employee Comm. Business
Objectives Corporate Employee Objectives
Responsibilit Engagemen
y t

Media Product
Coverage / Placement /
PR Sales

Advertising Direct
Media Business

Social Events
Media Hospitality

Grassroots
Stand Expo
Brand Activities
Direct
Objectives Marketing

8
 Internal
Employee Micro site Business
1€ for 1km Runners
Objectives for
Volunteers
Objectives
Superacció
NGO Program

External Zurich
comm.
Runner
plan/press
conferences Insurance

Races &
Advertising RPM
Media Plan
Policies

ZMB Social VIP Plan

Media (Dinner, VIP
tent, expo
“Cheer App” lounge)

Training
Activities, Expo Sports
Zurich
Brand Official ZMB Newsletter,
Leads
Stand
trainings
Objectives “Run for
Free”
9
 Business / Runner insurance

• Zurich Marató Barcelona offered “Zurich Runner”

• The first-specific Spanish insurance product created for the runners.

• An specific assistance product for runners

• Sold it from our website during the registration period.

• Developed both for Spanish, European and international runners with

very small premium (10€, 20€ and 40€ respectively)

• The insurance covers the 3 days before and the day of the race.

Objective: Business
Target: Runners
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 Business / RPM
Policies

• RPM Group passed and will pass their book of insurances.

• RPM will secure Mitja Marató de Barcelona and Zurich Marato de

Barcelona in 2013 with Zurich according the contract.

• RPM offers to Zurich the preferential right to any future insurance

quotation.

• Zurich will provide complementary insurance for the Running

Catalonian Federation

Objective: Business
Target: RPM Racing
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 Business / Special VIP
Plan

• Possibility of being inside the race course in a VIP car and VIP
passes for being inside a van car to go to 5 city points during the race.

• Special “two-day plan” for VIP (Selected Agents, Brokers, Partners

and Global Corporate customers).

• VIP accreditation for the tent located at the Start and Finish line of
the Zurich Marato de Barcelona.

• Direct contact with city major personalities who attends the

marathon.

• Special hospitality for Zurich VIP personalities.

• Some GEC Members will attend the event.

Objective: Business
Target: Customers
and Distributors
12
VÍDEO
 Brand / Zurich Stand Expo Sports

• Presence at the Expo in the days preceding the Marathon (Friday

and Saturday) with the biggest stand (for 2013 440sm)

• All visitors must pass through our stand to access the sports
exhibitor area.

• Delivery of the “race bags” (with race dorsal, chip, etc.) to all clients,
employees and partners in our stand.

• Chill-out/lounge area to welcome all guests/personalities.

• Multiple partnerships developing the “care” concept. Support all

runners with activities for care them (new partners!)

• Lead generation activity for attract potential customers and promote

our products (linked to a contest).

• Photo call for attract the runners to our area.

Objective: Brand
Target: Customers,
runners &
employees
13
Expo Sports Stand 2014

34
Expo Sports Stand 2014

35
 Brand / Direct Marketing Activities

• 2014 Zurich Marató Barcelona (& Mitja Marató) runners: newsletter.

Reminder on runner insurance product & push to visit our website (for
contest and Cheer App).

• Spanish runner insurance customers, Running Contest participants: X-

sell activities.

• Visitors Zurich stand expo who participate to activity in loco (care

activities + lounge + merchandising). Lead generation activity to
participate in a draw for special running products (i.e. Polar or
Compex)

• Invitation to run for free to Zurich Marató Barcelona 2014 both to

our existing clients and prospect clients.

• Promote the “run for free” in collaterals “Acerca Program” (renewals

letters and e-mailings.

Objective: Brand
Target: Customers,
runners
14
 Brand / Direct Marketing Activities

RUN FOR FREE!:

Customers:

• All Zurich Spain customers (resident in Spain who do have a valid

policy at the moment of the inscription) can run for free the Zurich
Marató Barcelona 2014.

• The inscription process has been integrated into the official ZMB
site: www.zurichmaratóbarcelona.es)

Objective: Brand
Target: Customers,
Runners
15
 Brand / Grassroots Activities

• Training plans and pace makers both in Zurich Marató Barcelona

and Mitja Marató Barcelona.

• Partnership with ASICS for developing training plans, running days,

on-line programs, merchandising and many grassroots activities.

• 3 training activities organized and publicized only by social

media (twitter and facebook) in main running circuits in Barcelona.

• 50 places reserved in each training only for Zurich customers.

• Zurich Sports Club (an employees sports club) will organize

training days and expeditions to other prep races.

Objective: Brand
Target: Customers,
Runners,
Employees
16
 Brand / ZMB Social Media

• Zurich Marató Barcelona 2013 Social Media strategy was based on

the use of the major social networks and the creation or use on three
different websites. For 2014 we continue with the same strategy.

• Community Management in conjunction with the marathon

organization, in order to respect the tone of voice of users and the
event.

• On brand, social media platform were aligned with Zurich Marató

Barcelona guidelines

• New “Runner Contest” for generate leads and for increase our Web
traffic.

Objective: Brand
Target: Customers,
Runners,
Employees
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Brand / Lead Generation Campaign

18
 Merchandising to cheerup

2013 2014

29
 Brand / Advertising Media Plan
and Event Branding

• Insertions in Runners specific press: (ie. Sport life & Runners.)

• Insertions in Mass Press (regional): (ie. La Vanguardia & El

Periódico, and in Free Daily press: 20 minutos.)

• Insertions in Sportive press: El Mundo Deportivo & Sport.

• Insertions in Sportive Online: Sport runners blogs.

• To explore different city advertising possibilities: in Barcelona

Underground, advertising banners (street lights).

• Congratulatory Ads after Zurich Marató Barcelona.

Objective: Brand
Target: Customers,
Runners,
Employees
19
 Brand / Advertising Media Plan
and Event Branding

• Full presence in whole Zurich Marató Barcelona race track with more
than 1.500 meters of banners.

• Arch in the finish line and presence in all km points.

• Zurich “Care” activities into the Stand Expo Sports.

• Presence in the bibs, t-shirts (25.000), balloons, podium,

start/finish line and ground marks.

• Presence in all refreshment points and in all staff wind jackets.

(1.500)

• Presence in the Mitja Marató t-shirt.

Objective: Brand
Target: Customers,
Runners,
Employees
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 Brand Guidelines

• Official Sponsorship logo

2013 2014

• Zurich Logo
2013 2014

26
 Official sport ware

 Official T-shirt
2013 2014

 Back number
2013 2014

27
 Zurich race material

2013 2014

28
 Brand / External Comm.

• Several press releases every month with all Zurich planned activities
linked to Zurich Marató Barcelona.

• Press-conference with City Council /RPM to announce sponsorship

(dec. 2013) and both races. (feb./march 2014)

• Several press-releases RPM/Zurich exploiting both the Zurich

Marató Barcelona and Mitja Marató Barcelona from different angles.

• To force mentioning Zurich whenever any media talks about the

Marathon (plus tracking and measuring visibility value)

• Interviews on several radio and television by Zurich staff members.

• To invite all Spanish running journalists to run for free with

Zurich.

Objective: Brand
Target: Customers,
Runners,
Employees
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 Employee / 1€ for 1km

• Donation of 1€ to the Banc dels Aliments for every kilometer

run by every employee and agent in the Zurich Barcelona
Marathon.

• Participation in many Banc dels Aliments activities with Zurich

Spain volunteers.

• The Banc dels Aliments is a non-profit, charitable private

organization that distributes food to those who have difficulty
purchasing enough food to avoid hunger.

Objective:
Employee
Target: CSR,
Employees 22
 Employee / Internal Communication

• Internal promotion (both races) to generate as much participation

as possible from all employees.

• Training plans for all runners.

• Volunteer plan for Zurich Marató Barcelona.

• Animation Plan in an specific kilometer point.

• Product test by specialists (Compex, Polar, Asics, etc…)

• International Employees special plan.

• Main Zurich related activities detailed in 7 sections.

Objective:
Employee
Target: CSR,
Employees 23
 Employee / Engagement:
Runner/Volunteers program

Objective:
Employee
Target: Employees
24
 Employee / Engagement:
Runner/Volunteers program

• National employees: all of them to be invited (intranet notes & mails to

everybody)

• International Zurich employees: voluntary inscription through spanish

intranet (global intranet?), articles in corporate intranet and eventually mails
to CEOs/CMOs,...; got also hotels discount information for them.

• All inscriptions through formulary published in runner.zurich.es

• Customized T-Shirts for all employees who are involved in the race.

• Volunteer Program for Zurich Marató Barcelona (stand expo and race)

Objective:
Employee
Target: Employees
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 Campañas Publicidad

Dar a conocer el patrocinio

2012

Estar cerca de los runners

¿Qué buscamos con la
publicidad?
Reforzar el sentimiento de Title
Sponsor
2013
Estar cerca de los que apoyan
al runner
2012: Los Runners
2012: Los Runners
2012: Los Runners
2012: Los Runners
 Campañas Publicidad

Dar a conocer el patrocinio

2012

Estar cerca de los runners

¿Qué buscamos con la
publicidad?
Reforzar el sentimiento de Title
Sponsor
2013
Estar cerca de los que apoyan
al runner
2013: Los Suporters
2013: Los Suporters
2013: Los Suporters
 2013 vs 2014 adaptation

GROUP

33
41
 2013 vs 2014 adaptation

RUNNER

32
42
Congratulatory Ad

The day after - Half page

36
Resumen ejecutivo

• Zurich Patrocina por primera vez un gran evento

deportivo en España y se convierte en el primer Title
Sponsor.

• La ZMB ha superado ampliamente las expectativas

de participación.

• Hemos realizado una gran activación con un budget

muy limitado. Época de crisis <-> ser creativos

• El ROI del patrocinio ha sido muy superior al

estimado.

• El comité directivo de la compañía ha mostrado un

elevado grado de compromiso.

• El nivel de engagement de los empleados ha

incrementado notablemente.

• Gran incremento de reconocimiento y retención por

parte de los clientes.

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Zurich Sports Club…
llévalo a tu empresa!

Participación destacada en 2013:

90 en Garmin Barcelona Triathlon

151 en Mitja Marató Barcelona

102 en Zurich Marató de Barcelona

6 en Ironman 70.3 Switzerland

6 en Titan Desert MTB (Morocco)

11 en Salomon 4 Trails

12 en Intermón Oxfam Trailwalker

45 en Cabrerès BTT

180 en la Cursa de la Dona

45