Iris Case Studies Race to Thrive: Alight's Innovative B2B Marketing Strategy

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	Race to Thrive: Alight's Innovative B2B Marketing Strategy Iris

Race to Thrive: Alight's Innovative B2B Marketing Strategy

Iris

Technology Category	Sensors - Camera / Video Systems
Applicable Functions	Sales & Marketing
Challenge	Alight, a new spinoff from a formerly well-known brand, faced the challenge of making a significant awareness push as their brand started to debut globally. The company was particularly focused on making an impact at industry conferences in Chicago, Las Vegas, and Barcelona. The key to their concept was their new brand promise, 'Reimagining the way people and organizations thrive.' The challenge was to bring this concept to life in a way that would resonate with their target audience and differentiate them from larger, more established competitors. Read More
About Customer	Alight Solutions is a new spinoff from a formerly well-known brand. The company is focused on reimagining the way people and organizations thrive. They aim to differentiate themselves from larger, more established competitors by offering innovative solutions that resonate with their target audience. Alight is committed to making a significant impact in the global market, with a particular focus on industry conferences in major cities like Chicago, Las Vegas, and Barcelona. Read More
Solution	Alight decided to take gaming to a new space: the mind. They developed a mind-controlled video game that was all about thriving, aligning perfectly with their value proposition. This innovative approach generated excitement and led to increased engagement. The game demonstrated how Alight could help anyone thrive, regardless of their familiarity with complex HR software. The project was executed as a strong collaboration between Alight's Chicago and Singapore offices, involving teams from creative, strategy, digital, and IT. The game was not just a one-off experience but was integrated into Alight's new brand, reinforcing the key tenets of their messaging. Read More Log in to view content
Contents

Technology Category

Sensors - Camera / Video Systems

Applicable Functions

Sales & Marketing

Challenge

Alight, a new spinoff from a formerly well-known brand, faced the challenge of making a significant awareness push as their brand started to debut globally. The company was particularly focused on making an impact at industry conferences in Chicago, Las Vegas, and Barcelona. The key to their concept was their new brand promise, 'Reimagining the way people and organizations thrive.' The challenge was to bring this concept to life in a way that would resonate with their target audience and differentiate them from larger, more established competitors.

About Customer

Alight Solutions is a new spinoff from a formerly well-known brand. The company is focused on reimagining the way people and organizations thrive. They aim to differentiate themselves from larger, more established competitors by offering innovative solutions that resonate with their target audience. Alight is committed to making a significant impact in the global market, with a particular focus on industry conferences in major cities like Chicago, Las Vegas, and Barcelona.

Solution

Alight decided to take gaming to a new space: the mind. They developed a mind-controlled video game that was all about thriving, aligning perfectly with their value proposition. This innovative approach generated excitement and led to increased engagement. The game demonstrated how Alight could help anyone thrive, regardless of their familiarity with complex HR software. The project was executed as a strong collaboration between Alight's Chicago and Singapore offices, involving teams from creative, strategy, digital, and IT. The game was not just a one-off experience but was integrated into Alight's new brand, reinforcing the key tenets of their messaging.

Impact #1	The mind-controlled game was a resounding success, leading to engaged clients, meaningful sales discussions, and buzz on the show floor. The game was appreciated by the audience, with reactions being thankful, excited, and appreciative of the experience. The project also demonstrated the power of agency-wide collaboration, with teams from creative, strategy, digital, and IT coming together to bring the idea to life. The game was integrated into Alight's new brand, helping to reinforce their key messaging and giving them a strong debut in the marketplace.

Impact #1

The mind-controlled game was a resounding success, leading to engaged clients, meaningful sales discussions, and buzz on the show floor. The game was appreciated by the audience, with reactions being thankful, excited, and appreciative of the experience. The project also demonstrated the power of agency-wide collaboration, with teams from creative, strategy, digital, and IT coming together to bring the idea to life. The game was integrated into Alight's new brand, helping to reinforce their key messaging and giving them a strong debut in the marketplace.

Benefit #1	20% more booth check-ins compared to 2016
Benefit #2	2x more prospect meetings set compared to 2016
Benefit #3	96% more qualified leads compared to 2016

Benefit #1

20% more booth check-ins compared to 2016

Benefit #2

2x more prospect meetings set compared to 2016

Benefit #3

96% more qualified leads compared to 2016

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Overview

Race to Thrive: Alight's Innovative B2B Marketing Strategy

Operational Impact

Quantitative Benefit