Capgemini has launched a new brand campaign based on their new brand slogan ‘People matter, results count.’ The highlight of this campaign is that it does not feature any models but showcases actual Capgemini employees and their expertise through real success stories. The campaign theme – ‘We are the ones’ aims to give a human face to the organisation. Publicis has worked on the campaign spread across print, outdoor and digital.
Speaking to Campaign India on the thought behind this campaign, Sangeeta Sundaram, Marketing and Communications Leader-India, Capgemini, said, “The campaign is being launched globally and at the same time is customised to the Indian market. The Indian campaign adds a ‘benefit’ to the expertise we bring. Hence, while the global campaign theme is, ‘We are the ones... we are Capgemini’, in India we have adapted it as ‘We are the ones... we help you grow faster, we are Capgemini’.”
Talking about the budgets and communication mediums employed for the campaign, Sundaram revealed that the ad spends will be 10-15% of the share of expenditure (SOE) among companies in our category. The brand is mainly using print and outdoors for business and visibility, while online communication is targeted for employer branding and recruitment communications.
“Globally, we have made Web the backbone of our communications and marketing strategy. In India we have also extensively used print and outdoor media apart from online media buying. We, however, aim to build the leading digital brand in our sector of activity. The Internet is the medium which privileges our different audiences - clients, prospects, and young graduates – as well as our own people. It is also an extremely versatile medium where a wide variety of content can be shared,” she explained.
To illustrate “People matter, results count.” slogan, the brand has decided to highlight its network of experts. In India, Capgemini has identified 10 experts who will be brand ambassadors. Their diversity aims to demonstrate the variety of the company's disciplines and the many sectors and countries in which the Group is established. These accounts are related in the first person plural and are systematically introduced by the phrase “We are the ones.”
Web users will be able to discover these experts on more than 100 general, business and specialist IT websites. By clicking on the banners or by visiting the capgemini.com website, they will be directed towards a platform called “Expert Connect”.