NTT has worked with Tour de France organiser ASO as official technology partner to the world’s greatest cycling race since 2015. But it was obvious the 2020 race was to be very different to previous editions: due to COVID-19, the digital fan experience would be critical.
For safety, 70 NTT employees across five continents worked on the event from home, bringing fans closer to the action with an AR app and data insights. We wanted to showcase the digital transformation and highlight how NTT could help other companies solve similar challenges.
Acting as a global hub, we developed an integrated strategy for regional teams to communicate this message. We invited global media to a virtual event to explain how different the 2020 race would be and created social assets to tell the transformation story.
The campaign drove global coverage across top tier business, technology and sport publications. On social, evocative video content about the power of sport in a pandemic, an animated map and an Ultimate Fan competition saw record levels of engagement.
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