Tata Consultancy Services:brand campaign
How we created a storytelling platform and campaign to unite and inspire.
As a brand that has always celebrated wellness and community spirit, Tata Consultancy Services (TCS) has been a major sponsor and partner of marathons and running events for many years. TCS challenged us to create a single concept that would reinforce the brand’s connection with three European running events and the wider wellness movement, and drive engagement with clients, partners and the running community at large.
As we started to think about what running means to everyone involved – participants, their supporters, spectators and the event organisers – we saw the potential to tap into the emotional experience of taking part. We were inspired by stories of motivation, preparation and achievement and believed these stories had the power to inspire and unite all of these audiences too.
Key to the success of these stories would be authenticity: finding ways to celebrate people and their personal motivations. In some cases this meant providing a platform for people to tell the stories themselves; in others it came down to paring back stories to core motivations. This run is for my dad. This run is for my personal best. This run is for a world without cancer.
Our This Run campaign would ultimately roll out on a dedicated site and a number of associated social channels, with separate sub-campaigns delivered for London and Amsterdam marathons and the Lidingöloppet running event in Stockholm. This Run also took centre stage at expos supporting each event, with large-scale installations and posters promoting runner and supporter apps and reinforcing TCS’s technical role in developing them.
But This Run was always about more than TCS. This Run is for the bigger picture.