Tayrona Capital – APAC research, marketing strategy and brand launch

Bespoke HNW & UHNW research, APAC marketing strategy and curation of a launch event for the Tayrona Capital Financial Group in Singapore.

Idea

We were briefed to launch a North American wealth management company in Singapore which had no market presence or awareness in Asia, lacked strong brand positioning and had no clear information on their target audience. We proposed a bespoke research piece on their target audience across Singapore, Hong Kong, China, Vietnam and Indonesia to identify the qualifying demographic and psychographic factors of the High Net Worth and Ultra High Net Worth specific to their niche. We created their APAC marketing strategy, and resulting APAC launch event to focus on brand awareness, positioning and client acquisition. We reached out to our trusted partners and used our INVOLVE® methodology to create an experience fit for the long-term memory train.

Approach

From head-turning urban drummers who played with the CEO of Tayrona (who we gave a 20 minute crash course in drumming to), to an apple-style presentation (the turtle neck unfortunately didn’t feature). The Tayrona President Sir James Ordonez kicked off the brand in a head turning style as the evening included a captivating performance by an internationally acclaimed mentalist, an LED interactive light dance performance, projection mapping and a balloon confetti cannon to close the evening. Partnership activations that Rebel & Soul sourced included the Capella ballroom – brought to life with showcases by Lamborghini, Roger Dubois, Janus & Cie and some super punchy cocktails courtesy of Johnny Walker Blue.

Results

ROI: 44%
  • 986 positive brand memories
  • 4400% increase in client acquisition
  • 5 industry partners
Memories Created:
3000
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