As Grand Sponsor of the Athens Half Marathon, ERGO set out to create more than event visibility. The goal was to build a meaningful experience around participation, resilience, inclusion and community.
White Rhino designed and implemented ERGO’s experiential presence across the full event journey, from pre-race engagement to race-day activations.
The “ERGO for All” concept came to life through a series of initiatives designed for runners, employees and the wider community.
Before race day, ERGO engaged audiences through Running Team activities, Expo activations inspired by International Women’s Day, and a social video series featuring women runners and personal stories of strength, dedication and determination.
Race Day Experience
On race day, ERGO welcomed runners from the moment they arrived in the city centre. Large-format branding at Syntagma Metro Station created the first strong touchpoint of the journey, while the ERGO booth at the Sponsors’ Village became the heart of the brand experience.
Visitors engaged with an AI-powered photo booth, transforming themselves into “Runner of the Year” and receiving personalised digital keepsakes.
Through its collaboration with ‘The Power of a Flower’, ERGO also supported a meaningful social cause. Visitors received handmade bouquets while discovering the social enterprise’s mission to support young people with disabilities through the art of floristry.
Along the race route, ERGO Boost Points offered music, encouragement and branded energy during the most demanding moments of the race.
Impact
Through inclusive experiences, emotional storytelling and meaningful social contribution, ERGO transformed sponsorship into participation. The brand became part of the runners’ emotional journey, from the starting line to the finish.
