OUR Work /
NTT
We helped NTT boost brand recognition during the Tour de France, with performance 50% above the industry standard.
Company Overview
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.
Social campaigns
A global event like the Tour de France really catches the world’s attention.
As a leading paid media agency, it was our job to put NTT at the forefront of conversations around how technology could elevate the sport, especially the fan experience.
So, 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.
Tour de France 2020 messaging
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.
Our team executed 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.
Increase in click through rate (CTR).
Of overall traffic came through mobile.
Above the industry benchmark for mobile engagement on Twitter.
Georgia Hayward, Head of Campaign Planning and Delivery, NTT
Related
You might also like these projects
Compass is the future. Fine-tuned on enterprise marketing, Compass is designed specifically for internal marketing teams, and is built on years of agency marketing best practice. Try it now for free.
