Finastra brand activation
A World First
Sibos17 Toronto. Shelton Fleming launches global fintech, Finastra. And what better way to launch the game changing, open era in finance than the world’s largest selfie-stick. The brand activation was the headline-grabbing backdrop Shelton Fleming created for the merger of two global fintechs – Misys and D+H – which launched this year, as Finastra.
Shelton Fleming’s journey with Finastra started with the booth design and filmic content for Sibos 2017, the banking industry’s flagship event.
The launch was not just audacious, with brand activations around Toronto’s airport, city and Sibos venue, it was also a holistic approach to the customer journey for Finastra’s clients.
Finastra had two adjacent plots which, through both integrated booth architecture and our filmic backdrop, presented the company’s vision. The LED canvas delivered a brand animation, blended with a powerful narrative about secure, open finance.
However, this year the experience and customer journey went beyond the venue into the Twitter-sphere with an audacious stunt: the world’s largest selfie-stick. This provided the platform for 3 days of crowdsourced selfies – the ultimate social currency.
Shelton Fleming designed a 10 meter-high, fully functioning selfie-stick, with giant replica iPhone. On the ground, a sprawling canvas of the Toronto aerial view created a trompe-l’oeil effect. Delegates from Sibos, along with members of the public, could strike a pose and capture a unique selfie-moment on their timelines. The results were phenomenal for a B2B brand activation with over 2,322 direct downloads and in excess of 330,000 Facebook impressions.
The creative rationale was simple – the merger of two companies, with the promise of transforming financial services, required a brand activation that was both bold and celebrated bringing people together in a big way. Creating the world’s largest selfie stick, capturing and then sharing the coming together of people, was an apt solution.
The Shelton Fleming customer journey didn’t stop with the selfie. Airport and outdoor advertising and a fleet of complimentary eco-cabs, to ferry delegates from the venue to their hotels, all served to raise awareness of Finastra, as the new force in the era of open finance.
Our work for Finastra at Sibos demonstrates the power of our expertise in the omnichannel, customer journey.