Here’s the translation into American English:
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In an effort to redefine marketing in the financial sector, Lazza Global has leveraged the recent Medellín Marathon to establish an innovative approach to building a brand through tangible experiences. This initiative went beyond simple sponsorship; the Latin American investment firm has created a case study that merges high-level sports competition with effective positioning strategies.
Faced with the saturation of digital channels that makes it difficult to capture consumer attention, Lazza Global decided to innovate through a strong presence at the sporting event. This approach transformed the marathon into a spectacle that allowed the company to connect with its clients in a more meaningful way. Additionally, they identified a synergy between the mindset of long-distance runners and that of long-term investors, highlighting qualities such as discipline, endurance, and setting clear goals.
The performance of sponsored athletes, like Joseph Kiprono, who emerged as the champion in the 21-kilometer distance, and Titus Kipjumba, the runner-up in the 42 kilometers, serves as tangible proof of Lazza Global’s commitment to excellence, thereby projecting the brand’s promise to its clients. However, the most astute strategy was mobilizing their community: hundreds of amateur runners formed the “Team Lazza Global,” becoming organic ambassadors for the brand. This “orange tide,” characteristic of the event, created a visual and emotional impact that translated into a stronger connection with the audience.
Lazza Global’s participation was further strengthened at the Expo Runners, where their booth became a key point for engagement and interaction, allowing the company to capture valuable data and reinforce its message in a conducive environment.
In conclusion, Lazza Global’s performance at the Medellín Marathon offers a valuable lesson on how financial services can and should invest in experiences that enhance customer loyalty. Their strategy demonstrates that, in the race for relevance, taking to the pavement can be just as effective as any traditional advertising campaign.
Source: MiMub in Spanish
