Tata Consultancy Services (TCS) and Jaguar, both industry giants with a shared commitment to innovation and corporate responsibility, have fostered a decade-long collaboration. Since 2021, their partnership has expanded into the world of Formula E racing.
TCS aims to double its revenue by 2030, emphasising sustainability as a key business strategy. The collaboration with Jaguar TCS Racing in Formula E aligns with TCS’ mission of promoting sustainability through innovation, marking more than a mere sponsorship but a strategic partnership.
The objectives were clear: optimise racing performance and increase TCS’ visibility in cloud computing. TCS addressed the first objective by migrating Jaguar TCS Racing’s data to the cloud, reducing data access time from hours to a mere 45 minutes (contributing to the team’s most successful season to date).
To achieve the second objective, TCS created an e-book “Harnessing the Power of Cloud with Jaguar TCS Racing,” to use as the basis of a digital marketing campaign. Through LinkedIn, Google ads, programmatic ads, and Meta ads, TCS targeted potential clients, achieving significant impressions, clicks, and engagements.
The impact was substantial: 1.38 million views, 35,000 engagements, and a 3.3% click-through rate for document ads. Visitors spent an average of 9 minutes on the e-book landing page, with 14% going on to visit TCS.com.
This campaign showcased TCS’ commitment to innovation, sustainability, and shared success in the competitive domain of electric vehicle racing, exceeding engagement goals and marking a strategic milestone in the partnership between TCS and Jaguar TCS Racing.
