NTT Ltd. is a leading global technology services company with over 6,000 clients around the world. They deliver services to over 200 countries and regions. To date, NTT Ltd. has received Partner of the Year awards from Cisco and Palo Alto Networks, as well as Microsoft’s Workplace Transformation Award, among other accolades.
As the agency of record for Paid Media, 2020 was our 5th year of working with NTT on the Tour de France campaign.
In this year's race, NTT needed to raise awareness of their role as official technology provider for the world's most prestigious professional cycling competition. We had already achieved great results with previous years' Tour de France campaigns for NTT and now needed to execute a paid strategy that achieved even greater success.
As our audience's main interest was the race, we illustrated its evolution and how NTT was revolutionising the sport via technology. We reached that audience via ads, organic traffic and remarketing. Finally, we executed our campaigns across social channels, segmented our target audience, and launched the campaign, ready to adjust messaging and audience as data rolled in.
We beat last year's performance and significantly raised NTT's positive brand sentiment. Remarketing was invaluable; by targeting those who'd interacted with content, we pushed our performance 50% above the industry standard.
The campaign helped people connect with and remember the brand. Analysis shows that brand recognition now continues to grow.
A global event like the Tour de France really catches the world’s attention. It was our job to put NTT at the forefront of conversations around how technology could elevate the sport, especially the fan experience.
Our messaging focused on the innovation that NTT had brought to the event experience that year, particularly around the data and analytics provided to fans during the race. This brought people closer to the action, whether cheering on in person or following on from the other side of the world.
We wanted to use this sense of global connection in our messaging to highlight how technology could take the communal spirit of sporting events into every sitting room around the world. However, this was also part of the challenge. The sheer volume of eyes on the race required keen analysis to accurately segment our target audience, which was vital to gaining the insights we needed for success.
Increase in CTR
Of overall traffic came through mobile
Above the industry benchmark for mobile engagement on Twitter
Fifty Five and Five has really made a difference. Their paid media expertise gets the results we’re looking for – and more. We’re glad to have them along for the ride.