2023 Ryder Cup: The Perfect Approach by Capgemini
The 6th Annual Awards
- Best Branded Content
ABOUT THIS ENTRY
Capgemini’s entry underscores their strategic use of a 60-second ad spot within the seven-year Ryder Cup partnership to elevate global brand perception. The primary goal is to engage a wider business audience by seamlessly integrating Capgemini’s brand during Ryder Cup events. The centerpiece of this effort is a captivating 60-second commercial featuring prominent golfers, such as Steve Stricker and Edoardo Molinari.
The ad cleverly explores the unchanging essence of golf and draws parallels between individualized approaches in golf and diverse business strategies. Results demonstrate exceptional audience engagement, increased sentiment, and positive feedback, setting a new standard in fan engagement within sports partnerships. This entry focuses on the success and impact of the 60-second ad spot, showcasing Capgemini’s innovative and effective approach in captivating the audience and conveying a compelling brand message.
How does this represent “Excellence in Engagement”?
This project exemplifies excellence in engagement through the seamless integration of Capgemini's brand into the Ryder Cup partnership. The 60-second ad spot, featuring prominent golfers and drawing parallels between golf and business strategies, captivated the audience and effectively communicated Capgemini's role in the ever-evolving landscape. The thematic alignment with The Perfect Approach created a compelling narrative that resonated across diverse stakeholders. The success in achieving increased sentiment, awareness, and employee engagement underscores the project's excellence in engaging different target groups. The ad spot's creative execution and strategic alignment with the Ryder Cup elevated the project to a level of engagement excellence in the context of sports partnerships.
Objective
The project aimed to shape perception of Capgemini's global brand among business executives in five key geographies, leveraging a seven-year partnership with the Ryder Cup. The core objectives encompassed elevating brand awareness, fostering engagement with key clients, and enhancing employee loyalty through unique experiences. Originating from this strategic partnership, the project created opportunities to extend Capgemini's global visibility, with a specific emphasis on the U.S. The inaugural phase honed in on first-year goals, concentrating on Brand/Media, Hospitality, and Employee Engagement. Notably, the creation and deployment of a captivating 60-second ad spot played a pivotal role in amplifying brand visibility and effectively resonating with the target audience during Ryder Cup events.
Strategy & Execution
The 60-second spot was meticulously crafted to resonate with the modern sports fan, strategically integrating Capgemini’s brand into the Ryder Cup partnership through messaging, media exposure, and on-site branding during the events. The execution involved a perfect approach theme, aligning the challenges of business transformation with the precision and strategy required in professional golf.
The commercial featured renowned golfers, including Steve Stricker and Edoardo Molinari, posing the question, ”Has the game of golf changed?” Their response emphasized the enduring essence of golf, particularly the perfect approach. The narrative seamlessly transitioned to draw parallels between individualized approaches in golf and diverse business strategies. The commercial artfully conveyed Capgemini’s role in unlocking the value of technology for the perfect business approach, aligning it with the unique needs of each enterprise.
As a Worldwide Partner for the 2023 Ryder Cup, Capgemini positioned itself as embodying The Perfect Approach, epitomizing bold strategy, the right partner, and transformative business solutions.
Organizations
- rEvolution
- Capgemini
- Ryder Cup
Links
Featured
- Edoardo Molinari
- Steve Stricker
- Tania Tare
- Roger Sali
Credits
Jen Williams
Account Director
rEvolution
Amra Qudrat
Supervisor, Integrated Client Services
rEvolution
Micheal Alexander
Agency Producer
rEvolution
Jason Minyo
Creative Strategy
rEvolution
Jeff Canzona
Creative Director
rEvolution
Peter Weise
Sr Supervisor Creative Services
rEvolution
Collin Diederich
Sr. Associate, Producer
rEvolution
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
