Going Bold for Robinhood: Product Launches that Reach
An Exclusive Crypto Launch: How TM G Helped Robinhood Capture the Riviera and 21 Million Viewers with ‘To Catch a Token’ through 5 Bold Techniques
Executive Summary:
To curate an event that reinforces Robinhood’s robust European presence, announce a series of new products and features for crypto traders, and amplify the significance of their Bitstamp acquisition–positioning them as a global leader in the rapidly evolving crypto landscape. FinTech’s rising star, Robinhood, sought an agency partner to disrupt the traditional crypto conference landscape. Total Management Group delivered a multi-faceted, high-impact experience in Cannes, centered around their captivating ‘To Catch a Token’ theme. This included a bespoke Keynote at a private Château, a cinematic opening video, and a highly functional Diamond sponsorship trade show booth at EthCC. The result was a globally recognised event marketing experience, engaging 21 million+ livestream views within the first week, and broadcast segments on CNBC The Exchange and Bloomberg, and coverage in The Wall Street Journal, Bloomberg, CNBC News, MarketWatch, and Reuters, Fortune, and more, setting a new benchmark for Web3 and Crypto industry events.
The Challenge: Disrupt an Industry and Launch a FinTec Brand in Europe with Impact
Robinhood’s main challenge was to curate an event that cut through the noise, impactfully. To create a uniquely owned Robinhood moment that clearly delivered their message through the lens of an executive worthy event, in conjunction with their Diamond sponsorship at the EthCC to further extend and amplify their message. Beyond a standard trade show presence, Robinhood aimed to establish itself as a global leader in the rapidly evolving crypto space, amplify its strategic Bitstamp acquisition, and connect with an exclusive audience of top traders, industry leaders, and institutional executives. The goal was clear, curate an event that was distinctly Robinhood – a crypto event like no other. Enter Total Management Group (TM G).
The Solution: Craft A Masterpiece – High Stakes, for High Reward
Total Management Group collaborated closely with Robinhood to conceptualise and execute a comprehensive multi-pronged experiential strategy, culminating in the immersive ‘To Catch a Token’ event. Our approach blended the high-stakes ambition of the Robinhood brand, with the luxurious backdrop of the French Riviera and the private Château where 1950’s Hitchcock’s ‘To Catch a Thief’ scenes were filmed. Inspired by this cinematic piece, ‘Catch a Token’ was born. Sourced and contracted by TM G, our strategy behind procuring a bold venue, was based on the current trend of immersive environments in experiential marketing events. We took inspiration from Robinhood’s forward thinking brand mentality and wanted to immerse guests in a high-stakes, broadcast worthy venue, to create high impact, intriguing and memorable moments that are easily shareable across social platforms. The result, an unforgettable and uniquely Robinhood event experience.
TM G delivered for Robinhood, through 5 BOLD techniques:
#1: Choose an Iconic Venue
The perfect environment makes all the difference. An increasing number of clients are embracing bolder, unique and inspiring venues to create highly impactful event moments. Despite potential logistical challenges, a hero venue significantly enhances an event’s effectiveness, impact, and reach by leveraging its prestige and legacy, creating distinctive guest experiences, and driving social virality and multi layered PR opportunities.
The centerpiece of our collaboration for Robinhood’s inaugural European event was the design and production of the unique venue. For 300 exclusive guests, TM G transformed a stunning private Château in the heart of Cannes. The goal was to shatter expectations, to elevate the networking experience and create a space that felt intrinsically connected to Robinhood, their brand and their mission.
The outdoor keynote; an untraditional keynote choice and setting, served as the platform for several key announcements and product launches. Followed by interactive product demos and an elegant dinner overlooking the Robinhood branded pool and Riviera cliffs.
It looked great on camera, transporting millions of virtual guests despite being thousands of miles away, directly to the Riviera, whilst also feeling exclusive and intimate in person, creating an equal virtual and physical experience that felt premium and distinctively on brand.
TM G transformed an already iconic venue into something unmistakably Robinhood, layering in premium, elevated touches to create a cinematic experience that felt both intimate and grand — perfectly capturing the spirit of the occasion. – Mark Wynohradnyk, Senior Brand Manager, Robinhood
#2: Create A Space That’s Boldy Onbrand
The solution to amplifying brand presence onsite is not to lean heavily on the obvious well known strategies of peppering logos and brand colours across every surface. Instead, highlighting and embracing the unique attributes of the chosen space and integrating your brand into it naturally, can bring new heft and dimension to the experience by leveraging the venue’s potential.
TM G works with the space to reinvent it, subtly incorporating branding and key messaging that brings the guests into the world of the brand, to fully enhance the guest experience, to take them on the brand journey.
We created a refined atmosphere made up of subtle, yet striking Robinhood branding placements. No oversized graphic walls, no vinyl appliques with large logos. Instead, branding elements that were in keeping with the existing space, such as a bespoke designed Robinhood feather topiary and faux stone-treated signage that blended seamlessly into the intricate garden grounds, conveying a feeling that the Robinhood brand had always been there. TM G’s strategy was to avoid branding and logo pop-up overkill, but create intentional moments that felt natural to the surroundings, encouraged high-end networking and provided for world-class hospitality.
#3: Customise Content to Unlock Emotion
The event truly begins long before it starts, building anticipation through imagery, logos, and engaging audiences. Taking a stand with out-of-the box introductions, teasers, or countdown videos are crucial for stirring emotions for both in-person and online guests.
To kick off Robinhood’s inaugural EU Crypto keynote livestream, we conceptualised, cast, captured, and edited the high-impact cinematic video that served as the introduction to the CEO entrance and introduction to the Keynote. Featuring multiple drones and car-mounted camera rigs on a vintage Jaguar, this multi-day shoot across the South of France just days prior to the event, delivered a movie-like experience, setting the stage and anticipation for what was to be expected during the Keynote address.
TM G understood the assignment: that the event doesn’t just start when registration begins or doors open. It begins online, with a tease of the trailer video, with micro drops of information across social platforms. Building anticipation is not lateral but multi-layered, from powerful imagery, bold branding, and enticing content that stir emotion and ensures guests both online and in person are engaged. Garnering over 21 million views in the first 72 hours, the keynote with this cinematic opening made a powerful impression on the crypto industry, challenged the old guard of finance, and more generally, the look and feel of a traditional keynote session.
TM G’s masterful execution allowed this event to be even brighter than our vision. To catch a token event was a huge success thanks to everyone at TM G. Outstanding planning and flawless execution. They brought our vision to life and created an unforgettable experience for everyone involved. We can’t wait to partner with TM G again for future events. – Jay Hammond,
#4: Embrace High-Stakes, Make a Larger Than Life Impression
Don’t be afraid to embrace and ideate on blue sky thinking when it matters. Employing a major visual stunt creates an unforgettable, shareable, and prestigious event experience that boosts brand storytelling, engagement, attendance, and media coverage, ultimately offering a strong ROI and differentiating the event from competitors.
The Robinhood client and brand are both bold in nature, and our direction was to show how we can match their energy, showing the world the story of Robinhood in an impactful and impressionable way. TM G engaged and supported the production of an unforgettable 500-drone show, featuring custom Robinhood branding synchronised to music by world-renowned DJ Sigala. This spectacular display solidified the event’s “beyond traditional” promise, leaving a lasting impression on all attendees. All cameras were out, and the story of Robinhood’s ascension was visible across the Riviera.
#5: Think Outside the Main Event
Maximise on the message and the event campaign by layering your approach. Raise awareness and create a sense of exclusivity by exploring pop-up activations, sponsoring conferences or creating OOH activations near your event space. This approach generates buzz and anticipation, and encourages conversation around how to garner event attendance.
At the core of the entire event campaign was a focus on how to best maximise Robinhood’s presence at the EthCC conference as Diamond Sponsor to further extend the reach of the Keynote and the products that were announced. We wanted the booth to match the premium feel of the keynote event at the Château, , while still retaining the functionality needed to host demos and encourage natural footfall. We designed a cost-effective yet impactful booth that served as a vibrant and approachable hub for crypto traders. The booth’s design and branding subtly echoed Robinhood’s identity while driving interest in their newly launched European products. It was the crucial first touchpoint, effectively drawing attendees into the broader Robinhood narrative.
Beyond standard logistics like sponsorship management, demo stations, and swag giveaways, TM G worked to with conference coordinators to help further drive engagement for the Robinhood brand. The CEO Keynote from the Chateau was livestreamed into the EthCC conference, directly reaching the brand’s core audience and competitors at EthCC, further cementing Robinhood as a ‘one to watch’ amongst their peers.
The partnership, professionalism and autonomy TM G have demonstrated throughout the process was invaluable. We trusted their ability to deliver exceptional event strategy and execution, enabling our team to connect the event experience with our surrounding marketing campaigns and product launches and bring Robinhood’s vision to life on a global stage. – Nick Macrae, Marketing Leader, Robinhood
Remarkable Results: Key Take Aways
Total Management Group’s 360-degree project management, creative vision, production approach and support led to truly remarkable outcomes, solidifying Robinhood’s global leadership, making an enormous impact across the crypto and financial industries.
The CEO Keynote Livestream, amplified by the ‘To Catch a Token’ video, garnered an astounding 21M+ viewers across YouTube, X, and the Robinhood app, generating thousands of live comments.
From the one-of-a-kind event produced to announce exciting new products, the brand was able secure substantial broadcast coverage on CNBC The Exchange and Bloomberg, along with digital coverage in The Wall Street Journal, Bloomberg, CNBC News, MarketWatch, Reuters, Fortune, and more.
By transcending the typical conference format, we helped Robinhood deliver on its promise of refined style, intrigue, and spectacle, breaking traditional conference molds and positioning them as a truly innovative and dominant force.
Despite the complexity, our meticulous handling of logistics from location sourcing and shoot schedules to casting, managing global livestreaming, the entire event production, through to all creative branding elements, ensured seamless execution of both the conference and video production.
Ready to create an unforgettable experience that elevates your brand and achieves your strategic goals?
Contact Total Management Group to discuss how we can transform your next event into a landmark success.
