Race to Thrive: Alight's Innovative B2B Marketing Strategy
Technology Category
- Sensors - Camera / Video Systems
Applicable Functions
- Sales & Marketing
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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