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Using the industry’s biggest event to rollout the new branding VantageScore Solutions seemed like a natural fit. The challenge was to truly maximize the investment our client made in its conference sponsorship.
Starting with market research, we carefully defined a new brand position for VantageScore Solutions. Then we created a launch that the market would notice. Kicking things off at one of the industry’s most important trade shows (where there were just a handful of sponsors), we made the VanatgeScore Solutions presence known—everywhere.
- The new logo was on the back of every chair in the keynote address.
- We dominated the hub of the exhibit floor.
- We ran trade ads that boldly challenged the audience to rethink their old choices.
- We carried that rallying mantra through an integrated campaign of websites, social media, collateral, and traditional and digital advertising.
The success of our event marketing campaign—and the interest in the product that it generated—has, in the words of VantageScore Solutions CEO, “exceeded our wildest dreams.” The various experiential activities contributed palpable energy at the launch trade show. The media coverage was tremendous and traffic to the various websites has spiked impressively. One headline called VantageScore 3.0 “the credit score everyone is talking aboutÂŠ” and its CMO declared that “it is clear our brand has significantly risen in stature within just one week!”
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