The back story
Capgemini had recently launched a new brand promise, ‘Get The Future You Want’. They wanted to start bringing it to life in a meaningful and inspiring way through three major market stories, beginning with cloud transformation. And they knew exactly who to call…
The quest
Cloud was a hot topic, and even sectors that had been lagging behind were starting to accelerate. Capgemini needed a powerful and differentiating story that would stand out, inspire imaginations, and start conversations.
The insight
The c-suite audience we wanted to reach didn’t really want to talk about cloud transformation. Their focus was on delivering challenging five-year plans amid volatility and uncertainty. So we looked for an insight that would allow us to engage them emotionally – not leading with technology, but showing them how Capgemini could help them deliver on their vision.
Our strategy team found that although many of Capgemini’s competitors were talking about cloud, they were almost all framing it as though the process of cloud transformation was an end in itself. But one of Capgemini’s greatest strengths is their end-to-end capabilities: they don’t just “do” cloud, they use it to transform businesses into what they want to become, unshackling people from the legacy systems and processes that hold them back and unleashing their full potential. This was the starting point for our creative proposition, “Cloud isn’t about the journey. It’s about what that journey makes possible.”
The big idea
We wanted our creative idea to have a sense of adventure, reframing what may seem like an onerous process as a journey to a place where people will be more capable and powerful than before.
We created composite images of land and seascapes to enable us to tell stories of exciting journeys to even bigger adventures, such as a scene where some people have sailed to the Arctic, and then set out in kayaks to explore.
We wrote two-part headlines to correspond with the two parts of the story, for example ‘With you for the journey… and the adventure beyond”
The campaign roadmap
This high level creative ran globally for the first stage of the campaign, acting at brand level to drive awareness. In addition to a suite of lead visuals with supporting headlines and copy, we created a film and social media posts to deliver against a full messaging framework tailored to specific job functions.
To support Capgemini’s regional teams, we created a campaign playbook to enable global and local roll-out.
We then developed the concept further, adapting it to deliver on specific industry verticals with more pointed messaging and images, as well as developing a suite of assets to promote Capgemini alongside their hyperscaler partners.
Happily ever after
So far, Capgemini has run this campaign globally and as localised activity in Spain and the Netherlands, with impressive levels of engagement across the target market, including costs per click as low as €1.35.
In the words of our lead client at Capgemini, Marcel van der Burg:
“Thanks to Rooster Punk’s expertise and guidance, our Cloud messaging and design have become a powerful asset in our global marketing efforts. We have received an overwhelmingly positive response from our target audience and country marketing leaders to increased brand awareness and, ultimately, business growth. We are immensely grateful for the transformative impact they have had on our brand.”