Involvement: Content, communications, videography, graphic design
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.
The objective was to create a content and communications campaign, narrating Tata’s support of MotoGP.
Three critical target audience groups had been identified:
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.
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.
What we achieved
Working closely with the Tata product teams on message development, the core technical themes were maintained throughout the campaign, giving the messaging consistency, and keeping all tactical activities on point from start to finish.
The result was a combination of slow-burn teaser tactics between races that would build momentum towards higher octane outreach during race weekends. And all positioning Tata as the leading enabler of both real-time and on-demand sports and entertainment broadcasting.
A highlight was our idea of a Tata Communications-enabled live satellite link to astronaut and MotoGP fan AJ Feustel, on the International Space Station. Dorna Sports hosted the link at the British MotoGP, garnering worldwide media coverage and significant exposure for Tata Communications’ technology solutions.
Power of the partnership
By working with us, Tata Communications was able to capitalise on several of the team’s core skillsets:
We are excited to announce that Sine Qua Non (SQN) has joined rEvolution, bringing SQN’s technology and communications prowess to rEvolution, the global, integrated sports marketing agency. Together, we will continue to grow as one team to deliver best-in-class integrated marketing services for our clients.
We put people first, challenge personal effectiveness, and act as change agents on a unified team. We share these values now and moving forward. In this next chapter we will scale our skillsets and expertise together to make an increasingly significant impact in the industry.
Please visit http://www.revolutionworld.com to learn more about rEvolution’s capabilities and culture.
This is an exciting time for everyone on our collective team, and we look forward to continuing our work with you.
CEO & Founder, rEvolution
CEO & Founder, SQN
Director & COO, SQN