Archway at EthCC Brussels

Archway — From zero local presence to high visibility during EthCC Brussels.

THE CONTEXT

Building local visibility for an international tech brand

Archway operates within the blockchain ecosystem, addressing developers and organisations building with smart contracts. For EthCC Brussels, the brand wanted to strengthen its presence and reach a qualified audience in a market where it had no established local community, contact base or existing visibility. The challenge was therefore to rapidly build awareness and interest around Archway while bringing the right profiles together during one of the key moments for the European blockchain ecosystem.

THE CHALLENGE

Creating attention where no audience exists yet

Without an existing local base, simply being present at an international event was not enough. The brand needed to become visible where attendees were moving through the city while also being present across the digital channels actually used by developers and industry decision-makers. The challenge was to connect these different touchpoints within one coherent system, using messages that could be understood quickly by a technical and demanding audience. Ultimately, every activation needed to support the same journey: turning visibility into interest, and interest into meaningful encounters.

OUR RESPONSE

A 360° campaign connecting streets, digital and event

We developed an integrated campaign combining urban advertising, field activation, digital campaigns and an exclusive networking event. The logic was simple: make Archway visible around the forum, extend that presence across digital channels and then bring interested profiles together in an environment owned by the brand. The different channels therefore worked not as isolated actions, but as successive steps within one campaign system.

STREET MARKETING & URBAN DISPLAY

Being visible in the right places

The urban campaign focused on strategic locations across Brussels: key routes towards the forum, mobility hubs and areas frequented by the target audience. Posters and field activations were complemented by functional handouts, wayfinding and invitations to the networking event. The creative approach was deliberately direct: bold visuals, a proposition that could be understood within seconds and a clear call-to-action.

DIGITAL CAMPAIGNS

Reach, qualify and reactivate

The physical presence was reinforced by multichannel digital campaigns across social media, display and relevant developer communities. Communication built visibility ahead of the event, deepened consideration around Archway’s proposition and reactivated audiences before and during the forum through retargeting, reminders and countdowns. Landing pages were also designed around fast, mobile-first conversion, with messaging adapted to different levels of intent.

NETWORKING EVENT

Turning visibility into real connections

Alongside EthCC, we organised an exclusive networking event bringing technical and business profiles together around live demonstrations, direct conversations and concrete use cases. The event became the convergence point of the campaign: visibility created across the streets and digital channels could be transformed into direct interactions and new relationships.

THE RESULT

600 industry leaders brought together in Brussels

The campaign gave Archway a highly visible presence during EthCC and brought together 600 leading players from across the sector. An integrated approach in which urban visibility, digital acquisition and physical interaction reinforced one another, enabling a brand starting with virtually no local audience to become a recognised meeting point during the event.

SCOPE

Campaign strategy, Creative concept, Urban advertising, Street marketing, Field activation, Digital campaigns, Landing pages, Retargeting, Event concept, Event production.