Collaborate Global

CASE STUDY – EVENT PRODUCTION

ENERGETIC
AMAZEMENT
EXCITEMENT

The

LEGACY

Achieved

ENERGETIC
AMAZEMENT
EXCITEMENT

PROJECT INFO

Collaborate Global is a production agency that creates giant constructs and props for events, experiential marketing campaigns, exhibitions, and retail pop-ups. The Collaborate team expressed their desire to work with us on their marketing execution; their aim was to highlight that whilst it’s clear they are great builders, the focus on their marketing comms should be more about the effect that is achieved from their work.

Although Collaborate’s head office is based in the UK, they wanted to promote their presence in South Africa to also demonstrate the work they have developed for brands in overseas territories.

IMMERSIVITY

As the Collaborate Global brand narrative was developed by our sister agency Brand Elect (be.), this helped us to fully understand the client’s brand story and core messaging, and where they aspired to be positioned in the event production space – and one which set them apart from other experiential companies.

Brand Elect built a unique proposition for Collaborate which didn’t just showcase the great constructs they build, but one which communicated the most important part of any event – that moment when the audience connects with a brand. The tone of voice is sensory and based on feelings, reactions, and experience – all great attributes for a robust marketing execution.

The newly developed binding narrative “Creating Alive” was a way to communicate this consumer-connectivity when the audience encounters a product or service, and this narrative was used throughout all marketing communication.

ACTIVATION

In addition to a sales credentials deck showcasing the great work Collaborate have executed to date, video content was also captured on some of their projects which packed a real punch. To support all of this, an engaging website was developed with the new branding, paired with impactful social media outreach to achieve true digital activation. The creative video showreel was particularly strong, as it beautifully illustrated the sensory feeling when the ‘ALIVE’ moment happens.

As a tangible angle, a promotional merchandise campaign was also built out where a branded heat reveal mug, coaster and teabag was sent to a targeted audience with the notion of, “Sit down, have a cuppa, and learn more about the great events we build…”

DATA

The development of a bespoke brand and marketing strategy enabled us to bring Collaborate Global’s objectives to life in an engaging and memorable way. The launch of the new website along with the social media outreach worked well to deliver the ‘Creating Alive’ narrative, and this precisely demonstrated the effect which is achieved from their work.

LEGACY

The emotional and sensory narrative of the Collaborate Global brand has had an impact on the audience, and they received complimentary feedback from their clients and peers on their ENERGETIC approach. The use of engaging and intriguing messaging across their marketing content has evoked a sense of AMAZEMENT and EXCITEMENT for both new and repeat business, and following our support on an entry of one of their projects into the Campaign Experience Awards, they successfully achieved finalist status.