2018 Bronze Technology

Agency: bbp agency

Client: NTT DATA UK

Campaign name: NTT DATA - Guiding Greatness

Campaign overview

Shining a light on business change expertise

The brief

Raise brand awareness and build credibility for a business dealing with huge clients, from the Bank of England to the Vatican

Strategy

NTT DATA was well known in other markets such as Japan but wanted more recognition in the UK, where it has worked with the top five telcos.

External and internal stakeholders were interviewed regarding their perceptions of the business. This revealed that the organisation was deemed to be more dedicated and committed than its major technology and consultancy rivals.

From this, the strategy aimed to position NTT DATA as an indispensable partner and guide to navigating business change, and to help impress clients and make a case for extending relationships.

‘Guiding change with purpose and spirit’ was chosen as the campaign strapline, echoing the Japanese traits of the organisation and communicating trustworthiness, transforming the company from thought leader to thought provoker.

Creativity

The creative platform “Guiding Greatness” juxtaposed NTT DATA’s humble Japanese ethos with incredible
projects delivered for some of the world’s biggest organisations – such as digitising the Vatican library.

The Japanese crafts of Bonsai, Samurai and Origami were used as a metaphor for NTT DATA’s dedication and passion for business transformation, while bbp boiled down complexity into hard-hitting, clear copy.

Targeted online ads ran alongside a prominent OOH campaign in London’s commuter spots located near prime targets.

Results

Results to date reveal excellent awareness created among target organisations.

Campaigns have enjoyed 3.1 million impressions and CTR is 175% above enterprise accounts visiting the website after just four weeks.

Priority enterprise accounts have been targeted, with 50 engaged, amounting to potential revenues of more than £1bn.

Team

bbp agency - Clint Lovell, Executive Creative Director - Océane Malige, Account Director - Sophie Peck, Account Manager - Felicity Bennett, Art Director - Martin Nichols, Copywriter - Jack Turton, Designer - Crystal Nunn, Designer - Peter Brocklebank, Managing Director - Jo Law, Production - Cynthia Ghernati, Senior Planner - Kieran Doolabh, Planner

NTT DATA UK - Simon Williams, CEO - Alistair Lovegrove, COO/CMO - Malcolm Elliot, Marketing Director (Contract)

Kingpin - Mirza Fur, Director

Fletcher Wilson - Nat Wilson, Co-founder

Contributors

Fletcher Wilson and Kingpin