Genpact
Melting point
Challenge
Genpact wanted to capitalise on its sponsorship of Formula E team Envision Virgin Racing by creating content that would draw a link between the sport and the client services it provides.
Results
approach
We saw an opportunity to turn the traditional corporate event into a truly memorable experience. By working with news-worthy topics, such as climate change, technology and sport, we engaged not only potential customers, but also media, members of the public and Genpact employees.
As part of a fully-integrated, multi-channel content campaign, The 10 Group designed an ice sculpture replica of a Formula E car and installed it next to Tower Bridge in London. We used Genpact’s expertise to predict the exact point at which it would melt.
Our team shot and produced content throughout the event, including a 24-hour livestream and B-roll for media. We also arranged a line-up of interviews for our key spokespeople and invited the public to enter a competition to beat the algorithm’s prediction.
For the next season, we built upon the success of this campaign, moving away from stunts to focus on creating an innovative concept that would deliver long-term value. We called it Winning Redefined, because our messaging centred on how analytics could bring about wins for the business and the planet.
We created a hero film to highlight the importance of one particular workstream within Formula E: radio analytics. We focused on how Genpact’s data experts analyse the information coming from the racing teams and use the insights to empower them to make fast, effective decisions – and how that translates to the value they add to their clients.
We also organised client engagement events in London and New York, using food poverty as our thematic link to discuss the importance of sustainability and resourcefulness in business. For the New York event, we invited Joel Gamoran, a chef who specialises in “trash cooking” – making food out of the scraps that people usually throw away – to do a live cooking demo after our keynote speeches. He blew our audience away by making frozen yoghurt from banana skin and a cocktail from strawberry stems. We produced a full film of the event, 15-minute and 90-second highlight videos, client vox pops and speaker soundbites for Genpact’s social channels.
