B2B Technology · Spain/International
A pioneering project to promote blockchain technology among startups, businesses and public administrations that needed to build its entire content and outreach ecosystem to generate a community of real users.
ISBE was born with the ambition of building a national blockchain infrastructure driven by collaboration between the Community of Madrid and Alastria, to facilitate the development of innovative digital services for both public administrations and businesses. However, it faced a challenge as complex as the technology underpinning it: explaining a highly technical infrastructure to very different audiences and generating interest before the network was even operational.
The project needed to build institutional recognition, public legitimacy and technical understanding amongst public administrations, companies, developers, media and the general public. At the same time, it had to do so in an environment where concepts such as digital identity, verifiable credentials, tokenisation and regulated blockchain were still unknown to much of the market.
The strategic decision was to build a comprehensive communications ecosystem capable of combining visibility, technology evangelism and community building around ISBE. Rather than limiting outreach to corporate or purely institutional actions, a multi-channel strategy was designed based on content, public relations, training and an active presence within the national and international blockchain ecosystem.
Incógnito proposed a progressive three-stage approach: generating awareness, facilitating consideration of ISBE as a viable infrastructure and laying the groundwork for the adoption and deployment of use cases. It was also decided to translate complex concepts into accessible formats through webinars, educational content, social media posts, specialist articles, audiovisual materials and ongoing media relations activity.
Focusing communications exclusively on blockchain technology or technical developments was discarded in favour of explaining real-world applications, business benefits, institutional impact and innovation opportunities for public administrations and organisations.
The strategy made it possible to build ISBE’s public presence from scratch and transform a highly specialised technology project into a visible, recognisable and accessible initiative for the Spanish digital ecosystem.
Media impact
"ISBE proves that communication can be just as important as technology when it comes to driving next-generation digital infrastructures. The combination of public relations, training, content and community building allowed the project to be positioned as a reference within the national blockchain ecosystem."
