Success story · Ibercaja · Aramon

Frozen Emotion

21.120

experiences

Case summary

A phygital experiential marketing experience that combines a physical suspension bridge with Virtual Reality to promote Aramon's ski season in the heart of Zaragoza.

Ibercaja and Aramon —the business group that operates Aragon's main ski resorts— developed with Ibercaja Xplora an unprecedented experiential marketing campaign to promote the ski season passes. The activation, installed at Ibercaja's headquarters in the centre of Zaragoza, combined a physical suspension bridge with a Virtual Reality experience that transported users to the top of two peaks in the Aragonese Pyrenees. Only those who dared to cross the bridge and ski down in the virtual environment won the Aramon season pass.

Client

Ibercaja · Aramon

Sector

Tourism

Service

XR immersive experiences

21.120

Experiences completed.

253.440

Steps on the walkway.

84.480

Total virtual kilometres skied.

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01 The challenge

Bringing the thrill and adrenaline of the mountains to the city centre.

Ski pass promotion campaigns in the snow tourism sector usually rely on traditional marketing formats —ads, posters, social media, point-of-sale presence— that compete in an environment saturated with stimuli. Ibercaja, as part of its strategic agreement with Aramon, was looking for a different way to communicate the new ski season at the Aragonese resorts: an activation that would bring the people of Zaragoza the real thrill of the mountain without leaving the city centre, and that would connect users emotionally with the brand before the season began. The challenge was to design a memorable, singular format capable of generating conversation.

02 The solution

A suspension bridge, two virtual peaks and a lot of fun.

The solution is Frozen Emotion, a phygital experiential marketing experience installed at Ibercaja's headquarters in Zaragoza. Users put on Virtual Reality glasses and physically cross a suspension bridge with physical props and sensors that heighten the sensation of height and vertigo. The virtual environment transports them to the top of two peaks in the Aragonese Pyrenees, and once the crossing is complete they can ski down a virtual Aramon slope. The combination of a real physical element and an immersive experience multiplies the emotional intensity: 253,440 steps on the walkway and 84,480 virtual kilometres skied across 21,120 recorded experiences.

Next step

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Key learnings

What this case teaches the sector.

The physical amplifies the virtual.

The vertigo of a suspension bridge ceases to be abstract when the user actually crosses it. Combining a real physical element with Virtual Reality exponentially multiplies the emotional intensity of the experience, because the brain stops processing the fiction and activates the bodily response as if it were reality.

A forfait is remembered if it has been won.

In experiential marketing, the reward transforms the perception of the product. Turning the acquisition of a season pass into a personal challenge—crossing the bridge, descending the slope, overcoming vertigo—creates an emotional association with the sponsoring brand that no conventional campaign can replicate.

Experiential marketing is also measurable.

For years, phygital activations have been sold as memorable experiences without clear metrics. Designing the campaign with sensors integrated into the physical setup allows capturing every step, every virtual kilometer, and every completed experience, and transforming a brand activation into a product with verifiable business metrics.

The banking sector is a natural partner in territorial development.

When a regional-based financial institution supports the promotion of tourism infrastructure in its territory, the message goes beyond the sponsorship. By supporting Aramon, Ibercaja is not just communicating about skiing; it is communicating a commitment to the regional economy, to Aragonese tourism, and to the region’s industrial brands.

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