With bold ambitions to become the leading global IT Services partner in the crowded mid-market, Sogeti needed a powerful brand positioning that could help them stand out and motivate buyers.

Over years Sogeti had invested in building a new and different type of organization: one that was more distributed, with local teams on the ground, working alongside clients. They’d built an organization that preferred hands-on delivery to creating long reports and presentations. This attitude had won over many customers, but Sogeti hadn’t yet built it into the heart of the brand.

So they asked Rooster Punk to help them define and express Sogeti’s core essence in a compelling outward-facing narrative. We created a positioning and story, encapsulated in the new global brand message: ‘Right here. Right now.’

“We love it,” the team told us. “Now can you bring it to life?” 

It was then that we went a little off-piste. 

We presented some concepts that would communicate the new positioning in various fresh and different ways. All of them would work hard for Sogeti, establishing their new positioning and accelerating awareness. 

But we had another idea that was big, bold, brave, and actually quite hairy. 

This big, bold idea wouldn’t just accelerate awareness of Sogeti and who they are. It had the power to catapult awareness forward at record speed.  More than a campaign idea, we’d created a brand mascot that only Sogeti could own – an embodiment of who they are and how they work that would win hearts and minds, and live far beyond the reaches of a single campaign. 

Enter Geti, the Sogeti Yeti. 

You’ve noticed, of course, that ‘yeti’ and ‘Sogeti’ rhyme. But there was much more to our flash of inspiration than that. 

In folklore, the yeti sometimes appears as a wise guide, ready to help lost travelers to navigate unfamiliar and challenging terrain. A pretty apt metaphor for Sogeti’s broad-shouldered help in guiding clients through projects that can seem complex and daunting. 

We created a unique, friendly-faced character, and put Geti into a series of scenes showing how Sogeti works side-by-side with clients to deliver Right here. Right now. 

But would the team at Sogeti be bold and brave enough to smash expectations – and send a big, blue, friendly yeti into the world as the face of their brand? 

Why yes, it turned out, they would. Fast forward through a huge amount of cheer-leading and hard work from our client team; deep exploration of facial features, fur, size, eye colour, expression and movement from our creative team and partners; and finessing of our campaign itself – and Geti was born. 

In fact, Geti has gone down so well at Sogeti that not only has our new friend broken the bounds of a simple campaign to become a long-term brand asset, it has gone international, morphing from a US project into a global initiative. 

Look out for Geti the Sogeti yeti online, in ad campaigns, in video and beyond. 

And if your enterprise has a big tech project on, and you suddenly notice a big, friendly, furry face at the window... you’ll know who it is.