Dimension Data’s digital transformation technology underpins the Tour de France. We were tasked to show a B2B technology audience exactly how Dimension Data’s capabilities had revolutionised the world’s most prestigious cycling event and how it could do the same for all businesses. We devised a strategy that would show how Dimension Data turned the 115 year-old cycling competition into one of the most technologically advanced sporting events in the world – a live case study for its prospects showing how the next-generation technologies in use are applicable to all businesses.
The biggest challenge was the vast amount of data and statistics available to us from Dimension Data. We needed to truly understand what was relevant to our audience and influencers, so we hosted a two-day Tour de France press trip for key media and influencers with exclusive access to Dimension Data’s data scientists. We then pedaled into action with an always-on team of our communities – media and influencer relations, copywriters, digital, design, social, insights and account management - monitoring for opportunities and packaging data, race statistics and expert commentary for media targets.
We cut through the noise of the world’s biggest race to focus on a B2B technology story that drove awareness and directly engaged B2B decision makers. Delivering 4.3M earned rach across tech, business and national media, 2.9K organic engagements across social channels and 4K new followers. Enquiry form submissions from prospects DOUBLED to over 2K with 62K new visitors to a B2B specific microsite.