HCLTech – #MadeForTough

HCLTech, a global IT services giant, partnered with the Volvo Ocean Race in 2017 as its ‘Official IT Services Provider.’ With a goal to further their brand’s messaging, this partnership was a perfect alignment with HCLTech’s resilient approach to tackling tough business challenges.

Target Audience:
The campaign aimed to engage IT decision-makers from Fortune 500 companies across the globe, particularly those following the Volvo Ocean Race, while showcasing HCLTech’s customer-driven and result-oriented solutions.

Campaign Idea – #MadeForTough:
The #MadeForTough credo was born from the parallels between the Volvo Ocean Race, the world’s toughest ocean race, and HCLTech’s ability to tackle complex business challenges. The sailors’ resilience and perseverance in facing rough seas mirrored HCLTech’s commitment to helping clients navigate their toughest industry challenges through innovative technology. The #MadeForTough concept became the foundation of the campaign, symbolizing the shared spirit of endurance, adaptability, and winning against the odds. This idea was brought to life emotionally, showing how HCLTech’s solutions, like the sailors, are built to withstand and excel in the toughest conditions.

Objective:
Position HCLTech as a leading technology company that thrives in tough conditions, leveraging its partnership with the Volvo Ocean Race as proof of its capability to deliver experience-centric, outcome-oriented solutions. The campaign emphasized HCLTech’s expertise across industries, highlighting Digital & Analytics, IoT Works, and Cloud Native Services.

Campaign Mechanics:
The #MadeForTough campaign, designed around the AIDA (Awareness, Interest, Desire, Action) framework, spanned nine months and used a multi-channel digital strategy. Key elements included:

• 6-second bumper ads
• LinkedIn sponsored updates and organic posts
• Facebook carousel, canvas, and 360-degree videos
• Twitter polls, tweet-chats, and paid placements
• An interactive website engaging both sailing fans and IT decision-makers.

By blending HCLTech’s technological strength with the emotion of competitive sailing, the campaign successfully resonated with its audience, driving awareness and positioning HCLTech as the go-to partner for handling tough business challenges.