Case Study: Novuna drives fan engagement with Holdens experiential activation

Novuna engages 2,600+ fans with Holdens experiential activation

Novuna, a modern financial services brand, partnered with British Athletics and needed to turn its title sponsorship into a measurable and engaging brand platform. The challenge for Novuna, via its agency Rocket Sports, was to create a memorable activation that would cut through the noise at major events and build stronger brand memory. Holdens was appointed as the experiential activation partner to develop a solution for this.

Holdens created the "Novuna Champions" experiential zone, a gamified and interactive platform featuring challenge stations based on athletic disciplines. This solution successfully engaged over 2,600 fans during a two-day event, generating high repeat participation, strong advocacy from athletes, and significant social sharing. The activation provided Novuna with a scalable and ownable platform that transformed its sponsorship into a lived experience, achieving the super-objective of creating brand fame and measurable engagement.

Novuna