Telling technology stories through motorsport is the premise upon which our business was founded, and with Tata Communications we had the opportunity to develop an out-of-this-world activation package. 

The company’s state-of-the-art infrastructure solutions enabled MotoGP rights holders Dorna to deliver a true digital transformation on and off the racetrack. The result was a more immersive and immediate multi-format viewing experience for the sport’s passionate fanbase.

Our objectives

The objective was to create a content and communications campaign, narrating Tata’s support of MotoGP.

Three critical target audience groups had been identified:

1. Rights holders of sports and entertainment properties
2. Broadcasters that might be interested in delivering events to broader audiences
3. The fans.

A major challenge would be the coherent integration of all these messages, as Tata wanted the campaign to be simultaneously rolled out to all three key audience groups globally.

Most importantly, the campaign would need to elevate the Tata Communications brand as a more broadly recognised industry leader in end-to-end sports and entertainment communications solutions.

Our solution

We took responsibility for all strategic, conceptual, and creative project management, running under an umbrella theme of ‘MotoGP Connect’.

The strategy was to tell the story through a staged approach over the course of two MotoGP seasons. The race calendar would provide the backbone structure and rhythm for a series of integrated tactical campaign activities, allowing the story to evolve over time.

We developed a portfolio of multimedia content, including videos, animations, infographics, blog articles, news updates, technology features, eBooks and other elements drawing viewers into the Tata world.

It was delivered through an integrated content-led campaign combining social media outreach, owned media including web and sales collaterals, fan competitions, technology showcases, media placement, press conferences, corporate hospitality events and guest management – all ensuring maximum audience exposure.