case studies.

SUCCESS STORY: INFINITI ACCELERATOR 2.0

INFINITI, together with Nest, launched the second edition of their business accelerator program, INFINITI Accelerator 2.0, for startups. This was the second year of the brand’s accelerator initiative.

THE TASK:

Our challenge for the 2016 INFINITI Accelerator program was to match the interest and excitement the inaugural initiative had received in 2015.

THE IDEA:

We reignited media interest the second time around by mapping out a plethora of angles and working a staggered media liaison approach. We started by seeding teaser stories about high-performing 2015 Accelerator alumni. Next, we introduced the innovative business ideas from this year’s start-ups. We secured interview opportunities for INFINITI’s C-Suite and leveraged INFINITI’s own tech and innovation story. We also jumped on the government’s agenda to support innovation in Hong Kong and campaigned for Hong Kong’s Secretary for Innovation and Technology to endorse the 2016 event.

PLUG IN ACTION:

PLUG secured and managed government support; launched the initiative with a media event; pitched and managed CEO & spokesperson interviews; identified media angles for and coached Start-Ups (including an interview in Forbes Asia for one lucky entrepreneur); hosted a round-table; and event-managed the program’s finale Demo Day with over 100 potential investors.

THE RESULTS:

The 2016 program far surpassed the 2015 launch, with a substantial increase in media coverage (76 stories), double event attendees (55pax), PLUS government support for the event. PLUG secured Mr. Nicholas W Yang, Secretary for Innovation and Technology, HKSAR to both speak at the launch event as an official government engagement; and spend an evening at the INFINITI Demo Day.