Indian Telco Tata Communications delivers digital transformation.
The Media Entertainment Services Division embarked on a strategy to use sponsorship to:
– Raise brand profile
– Educate key audiences
– Win new digital transformation clients
– Bring fans closer to the action whilst giving them more engaging and immersive digital experiences
– Show cost savings and efficiencies for rightsholders and broadcasters in sports SQN developed a branded umbrella theme “Connect” telling Tata’s digital transformation story:
Video Content
– In-depth behind-the-scenes #MotoGPConnect series
– Between 200% and 2000% more views and engagement than average YouTube channel
Social Campaign
– Integrated fan competition amplified by branded content across all channels by MotoGP and riders – entries from 20+ countries
E-Newsletters
– Branded content emailed to MotoGP 150K subscribers and via MotoGP website
E-Book
– Web-based sales tool telling fully, interactive multimedia story of the digital transformation of MotoGP with over 1000 views
Thought Leadership Content Creation & Distribution
– Featured in The Telegraph in print and online
Media Event
– Highlighting technology showcase and space station press conference
Overall, the “Connect” branded campaigns have enabled Tata to:
– Raise awareness of the company’s offering among new global audiences
– Integrate MotoGP into its existing sponsorship activation strategy and generated revenues from new partnerships
– Engage both customers and employees by immersing them into the world of MotoGP and sharing the impact of latest technical innovations
– Tell the complex, multi-facetted story around a best-practice technical showcase, to multiple target audiences.
