The euphoria of the 2023 edition of Zambia’s ABSA Marathon may have died down but the social and economic impact lives on in memory.
It is without a doubt that this years event, brought together more jogging enthusiasts than ever before.
According to information from insiders at ABSA Zambia, this years event attracted more than a 100% participation increase compared to the previous year. Over 4000 runners took part this year compared to 2000 in the previous year, in the various categories that included the 5km walk-run (this author took part in this one but asks you not judge), and the 10/21/42 km categories.
However, what was also notable this year was not just the surge in participation. The evidence of shared value creation was Omni present and that was the masterstroke that potentially made this annual event one never to be missed.
The ABSA Team not only managed to attract multiple corporates to partner with them, but as opposed to the bankers positioning themselves as know it alls when it comes to organizing marathons, they on boarded seasoned marathon experts in Lusaka Fitness Squad.
For those that know LFS, they have made running trendy for not just fitness but a means for networking. This is why one could “feel the vibe” taking part whether it was drum beats at every other kilometer to water and snacks at particular milestones, the LFS effect was real.
The incorporation of Prudential’s massage section, which was placed right beyond the finish line conveniently positioned next to the medal presentation section, was evidence the ABSA thought carefully about the runner’s experience whilst allowing its partner to show case their product offering.
To cap it up, the documentation of the race through top end media (video and photography not forgetting the drone effect) added the “pazzazz” that many runners long for each and every time they hit the streets.
Speaking to someone close to the management team at ABSA, he indicated that this years event “took a life of its own and we are not expecting the turnout to be so huge”. We agree with him.
https://twitter.com/fininsightzam/status/1698798901921235098?s=46&t=QUvOqHjphT7_5phya2heFA
Love marks are not easy to create. However, when an entity is consistent in execution and has the end user experience in mind, it can be created.
In ABSA’s case, it was the consistency of hosting the event every year with this year seeing the Bank create a build up narrative whilst collaborating with partners who understood the end user’s desires and ultimately creating a family experience. This was a potent mix that would inevitability create the ABSA 2023 love-mark.
Without a doubt, with health and wellness being ever so important coupled with the need of community in the post-Covid era, marathons such as this will without a doubt lure more participants especially if modus operandi inclusive value creation is maintained.
Well done team ABSA Zambia..
ADVERTISEMENT
