Cognizant.
Thought Leadership Programme.
Leading global IT Services outsourcing provider, Cognizant Technology Solutions, briefed Marketing Options International (MOI) to strategise and execute a fully integrated go-to-market programme that would generate leads and position them as leaders in business innovation across Europe.
Strategy
MOI devised a high impact thoughtleadership and brand awareness programme specifically targeting CXOs. To gain maximum impact, the programme promoted a series of exclusive content pieces which focused on solving some of the core business challenges pertinent to the audience at the time, as well as showcasing Cognizant as an innovative organisation in the marketplace.To increase business credibility, Cognizant partnered with IDC to verify each content piece as well as develop an independent IDC viewpoint. The viewpoint would be completely independent and would be offered to the target market alongside the Cognizant marketing proposition.
To gain visual impact, the creative strategy centred on the theme of ‘inspiration’ and the introduction of a Cognizant branded character called ‘Dr Inspire’. Dr Inspire would appear across the content pieces and provide a consistent campaign identity that could be utilised throughout the campaign roll out.
The programme was rolled out to 3,500 European prospects, who were all touched 5 times a quarter by a combination of multi-language, highly personalised direct mail, timely emails, personal letters, telemarketing and a branded microsite. To encourage lead generation, prospects had to opt-in to access the campaign content.
