#MadeForTough: $7M in earned media from the world's toughest ocean race

Nov 2025|3 min read

Client

HCLTech

Domain

Campaign & CreativeContent IP

Our scope

Campaign concept (#MadeForTough) and a nine-month, multi-channel digital campaign built on the AIDA framework.

The Objective

Position HCLTech as a technology partner that thrives in tough conditions, using its role as Official IT Services Provider to the Volvo Ocean Race (2017) as proof of its ability to deliver across Digital & Analytics, IoT Works and Cloud Native Services. Audience: IT decision-makers at Fortune 500 companies following the race.

The Campaign Idea

#MadeForTough drew a direct parallel between the world's toughest ocean race and HCLTech's ability to navigate complex business challenges. Sailors' resilience against rough seas mirrored the brand's commitment to helping clients win against the odds, brought to life across a nine-month, multi-channel push: bumper ads, LinkedIn, Facebook carousel and 360-degree video, Twitter polls and tweet-chats, and an interactive website engaging sailing fans and IT buyers alike.