Melting point


Covid – 19 ruled out face to face corporate events. 10 championed an innovative approach to exploit Genpact’s sponsorship of Formula E team Envision Virgin Racing (EVR).



pieces of coverage




increased engagement on Genpact owned channels


increased dwell time on Genpact website


key Genpact clients engaged directly with the content


To recognise the opportunity to create a wider degree of fame and involvement with Genpact compared to traditional corporate events. By piggy-backing news-worthy topics of climate change, technology and sport, we not only engaged potential customers but also analysts, media, interested members of the public and Genpact employees.

The creative idea was to use the algorithmic expertise of Genpact, used to assist EVR, to predict when an ice sculpture replica of a Formula E car would melt. The 10 Group designed and created the experiential activation next to Tower Bridge in London.

10 invited the public to enter a competition to beat the algorithm’s prediction – a fully-integrated campaign of engagement across multiple channels and content. Our team shot and produced content throughout the event, including a 24-hour livestream and B-roll for media alongside arranging a line-up of interviews with key spokespeople.