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Bayobab's rebrand at ITW 2023

Bayobab's rebrand at ITW 2023

 

How the Bayobab team turbocharged their rebrand at ITW 2023

 

In the middle of 2023, MTN GlobalConnect had a big announcement to make.

The company, a subsidiary of the Africa-wide carrier and operator MTN Group, was looking for a way to emphasise its credentials as a world-class, Africa-focused digital infrastructure platform that was able to service not just the needs of MTN, but that of the wider African connectivity and business community.

The result? A completely new name and positioning for the company. The new identity chosen was Bayobab, inspired by the baobab tree - also known as the Tree of Life. This reflected the company's status as an enabler of digital connectivity across Africa and fulfilled the objective of structurally separating MTN's fibre business from the rest of the group.

The main job with any rebrand is to put it in front of as many people as possible - and this is where ITW 2023 and the Global Leaders' Forum came in.

All-singing, all-dancing!

 

The Bayobab team chose to make a big splash with the rebrand by timing it with the opening of ITW 2023.

It was an obvious choice - the event brings together 6,000+ connectivity professionals every year, and the ITW Global Leaders' Forum serves as an annual touchpoint for the c-suite leaders in charge of where connectivity is going.

With this in mind, the team decided to make the most of both these aspects. Bayobab sponsored the GLF Lounge - the area of ITW where the GLF Board and Community meets and networks - and announced the new identity with an all-singing, all-dancing show.

This was a multi-channel branding campaign. Bayobab's GLF lounge sponsorship and branding announcement was accompanied by extensive coverage across Capacity Media's channels to reach its 40,000+ subscribers and million-strong annual website audience, including website content, print magazine and social media and email announcement, and this helped to amplify the news of Bayobab's big launch.

 

Want to make a big noise at ITW 2024? Talk to the team

 

The look and feel of this event is super-duper. We were a host at the GLF Lounge, and people were really keen on seeing, touching, feeling, giving handshakes. Everybody's back, I would say! We had 120 meetings with the team. This event is instrumental because it's the event where everybody comes once a year from across the globe in order to do deals, revive partnerships, and have discussions on what's next for the industry.

 

Frédéric Schepens

CEO, Bayobab

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