Commercial

Capgemini | 20|20 Visionaries | innovation through sponsored content campaign

Brand ambition

In 2016, Capgemini launched Innovators Race – a competition for students from some of the best IT and business universities around the world.

Their task, to devise solutions to real-life business challenges was set by six international brands. Capgemini sought a media partner to help promote and drive traffic to the competition. It also wanted an association with relevant editorial content that reflected the brand’s innovative qualities and ultimately increased its brand awareness worldwide.

Big idea

On television and online, the focal point for the campaign was Capgemini’s sponsorship of CNN’s 2020 Visionaries, a series of short animated films that each showcased an innovator and the technology they are inventing or using in a different way.

Create produced a series of complementary native videos about the students taking part in the competition. They also featured an innovator from the 2020 Visionaries series mentoring the finalist student teams.

CNN’s media strategy had multiple touchpoints across CNN International’s TV, digital, social and mobile platforms to carefully connect with audiences.

Results

  • 89% likely to consider*
  • 66% more aware of Capgemini
  • 7.7m ad impressions
  • 69% video completion rate

Source: *Percentage of those that recall advertising are more likely to consider Capgemini, BDRC Continental Research, March 2016. Adobe Analytics.

The campaign was so successful that Capgemini has chosen CNN as its international media partner for its latest initiative InnovatorsRace50 in 2017.