Genpact

Melting point

Challenge

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).

Results

250+

pieces of coverage

12

markets

20%

increased engagement
on Genpact owned
channels

90%

increased dwell time
on Genpact website

127

key Genpact clients engaged directly
with the content

approach

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.