Superconnectors
Branding a global network event for Startups
Client
Superconnectors is a new global network-event format where selected startups present their ask for a game-changing connection to an audience of highly-connected industry leaders (the ‘superconnectors’). Website: superconnectors.io
Briefing
Developing a brand identity and communication assets to engage all three required target groups to launch the concept successfully; startups, superconnectors and (sponsoring) partners.
Problem
Optimizing appeal for three different target groups simultaneously does not work. If the communications fit three different groups at the same time, it’s not most effective for either of them.
Insight
The quality of the selected startups is the most critical success driver, as it makes the event worthwhile to high-profile superconnectors - whose need is to be close to the next big thing - who in turn attract partners.
Solution
Communication assets and marketing efforts should primarily focus on the needs of startups, while speaking to superconnectors’ needs comes second. All assets are optimised to trigger action, using the StoryBrand framework for the information hierarchy on the website and brand video.
Result
The launch of the event format, together with its brand video and website was orchestrated as one big bang on all channels, ranging from press to socials and ambassadors with one clear call to action; startup applications for all cities and dates of the year ahead.
Testimonials
Alexander Broekman, Superconnectors CEO
For the setup of Superconnectors (a high end international connections event) we really needed an all star Branding expert, since we need to go into the world with a bang. We had very little time and needed someone that could really quickly get to the essence and at the same time help us translate that essence into video, website and press release packages. I know, a lot to ask… but Elwin really delivered.