Dutch agencies HyperSolid and Superheroes look to make an impact on U.S. shores
By Michael Bürgi • October 1, 2024 •
Ivy Liu
The Dutch must not any strangers to Unique York. At the least, the metropolis old to be identified as Unique Amsterdam. But there’s a resurgence of companies from the Netherlands discovering their skill to American shores.
Dept did it at the outset of the pandemic when The Carlyle Neighborhood obtained the Dutch company. Now, two companies — Hypersolid, which is being formed from the union of a handful of corporations, and Superheroes, which specializes in establishing art work installations that double as media campaigns — like region up camp domestically, harboring assorted aspirations.
The extra most modern of the 2 to realize within the U.S. is Austin, Texas-essentially based HyperSolid, an amalgam formed out of Dutch tech company Triple, rate skills company code d’azur, alternate transformation company Connect2Crowd and rate manufacture company Wonderland, all of which like operated in Europe. HyperSolid’s focus is on merging tech, media and creativity, and it place code d’azur’s CEO Nik Nieuwenhuijs as CEO of U.S., working out of Austin-essentially based headquarters.
Nieuwenhuijs stated portion of the incentive to originate within the U.S. is due to the reward purchasers EV manufacturers Polestar and Heineken, which had marketing wants within the U.S., however he hopes one day to grow income generated here to 50% of total global income.
“For us, it’s a extremely logical step, now not most effective to reinforce our world purchasers, however furthermore to tap into the U.S. market with our capabilities,” stated Nieuwenhuijs, who believes HyperSolid will even be “smarter than companies and faster than consultancies. … The fusion of craftsmanship and creativity is smooth a blue ocean for me, within the sense of essentially integrating and connecting them.”
He furthermore argued a distinguishing ingredient could well well successfully be a non-American technique of thinking. “That’s maybe furthermore reasonably bit of the Dutch culture — being essentially pragmatic, with a makers’ mindset that differentiates us from our U.S. rivals,” he stated.
With a satellite tv for laptop now firmly essentially based in Brooklyn, Superheroes is a 15-year-worn Amsterdam-essentially based shop that’s been dabbling in AI-generated art work, Superheroes is excited by reaching Gen Z in non-long-established solutions, one amongst which is producing art work installations for purchasers that one wouldn’t ordinarily ask to commission such things. The assumption is to accommodate natural technique of producing viewers and curiosity in web jabber of through paid media.
“Now we like an skill that’s essentially all about earned-first thinking, which for us is brooding about what essentially engages with folks,” stated Superheroes co-founder and chief ingenious officer Roger Vijverberg. “How we step forward the litter is a starting level, however furthermore how will we attain that in a skill that we essentially fetch those thumbs to discontinuance for a second to fetch folks to contemplate what we supply? We want to essentially elevate manufacturers to turning into portion of culture or turning precise into a conversation starter.”
Vijverberg stated all of it begins with earned media so the guidelines can organically stand on their very contain, however then fetch boosted by social investment, adopted by reformatting the jabber with backstories or spinoffs, which stretches the guidelines extra. “as an illustration, we’ll originate paid formats love love pre-rolls or shorts, he stated. “We furthermore lift that jabber to digital, associated TV, out of home and even retail customarily. We furthermore add social commerce instruments to it so we’re going to have the capacity to ship traffic to web sites or e-comm channels or retail retail outlets. It begins with natural and within the waste leads into beefy on social-driven media campaigns.”
Superheroes assembled a collective known as Jimmy, consisting of 50 or so creators and artists who it works with to manufacture the art work and tips that develop into the media channels. To strengthen those artists, Superheroes has furthermore place collectively a world network of Gen Zers who expose rate groups what extra or much less art work moves them, below the banner The Robins.
Buick is a consumer that’s old the Jimmy collective to succor foster its newer image — the auto rate has passed through a important rebranding effort of uninteresting, stated Sam Gentry, Buick’s assistant supervisor, social and rate partnerships. Superheroes, through about a of Jimmy’s artists, rendered three of the emblem’s SUVs as putting art work items in a gallery, the usage of AI as they morph from varied shapes into the autos.
“It met our targets. We noticed a double digit fetch bigger in phrases of a completion price metric vs. benchmark jabber from the previous. So it did like a measurable affect,” stated Gentry, who added the Superheroes folks delivered on a faster turnaround time than customary. “This became once old within the context of an greater-funnel originate marketing campaign. So with that in tips, it finished what we were we were taking a gaze to manufacture.”
Assorted purchasers who’ve work this implies encompass Netflix, which employed Superheroes to promote Avatar the assortment, amongst other presentations. That TikTok video hit 120 million natural views in total to this level, stated Susan Vugts, Superheroes’ managing director, who’s essentially based in Brooklyn along with Vijverberg. Assorted purchasers encompass Lenovo, the NBA and Puma.
Vugts stated a increasing segment for the company involves vogue and luxurious manufacturers akin to Fenty and Balenciaga, which leveraged the social art work strategy. Vijverberg added that Superheroes even launched an offshoot known as DeLuxe, attracting purchasers Rolex and Louis Vuitton.
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