Obtaining brand cut through in a competitive industry was the primary objective for this high-growth cyber security company. 

 

The organisation wanted a focussed marketing programme to generate B2B leads coupled with an evolution of their brand that helped them stand out from their competitors, primarily during physical trade shows.

 

In order to achieve this, we carried out a number of overlapping workstreams to accelerate  progress towards their ambition. Firstly, we devised a motorsport sponsorship strategy that allowed us to leverage motorsport assets that would make a real-world impact at events and tradeshows around North America. Alongside that, we structured the contractual assets from Andretti Autosport to align directly with the brand ambition, ensuring that the core activation for the proceeding 12 months was effectively mapped out at contract stage. 

 

Early activation planning is a core way in which Sebadore ensures brands drive the desired business outcomes from their sponsorship programme. 

In parallel to the contract negotiations and activation planning, we carried out an entire brand overhaul for the business. A new visual brand narrative and messaging platform was implemented across the racing assets to tell the story of the brand through the creative implementation of the colorways. The considered, yet striking new brand and brand narrative has provided the platform needed for the organisation to take its next steps on its journey to becoming a cybersecurity unicorn.