Race to Thrive
As a new spinoff from a formerly well-known brand, Alight needed to make a big awareness push as their brand started to make debuts globally—specifically at industry conferences in Chicago, Las Vegas, and Barcelona. Alight’s new brand promise, “Reimagining the way people and organizations thrive,” was key to our concept, which took gaming to a new space: the mind.
Here’s why it worked:
Tight alignment with our value proposition:
Alight’s new brand is all about the idea of reimagining—what better way to bring this to life than to use the mind as a key controller in a video game all about thriving. It was almost too easy (well… except for the whole “building a video game you can play with your mind” part)!
Excitement that led to engagement:
Our intriguing mind-controlled game showed how Alight helps anyone thrive, no matter their maturity with complex HR software—and reactions were thankful, excited, and appreciative of our experience, leading to engaged clients, meaningful sales discussions, and show floor buzz.
This project was executed as a strong collaboration between our Chicago and Singapore offices, bringing together teams from creative, strategy, digital—and even IT—to bring our ideas to life.
A commitment to integration:
Finally, this was not just a one-off experience. It was integrated into Alight’s new brand, helping reinforce the key tenets of their messaging and give them a strong debut in the marketplace among larger, more established competitors.