Peddling outside of its comfort zone – How Dimension Data hit top gear by reinventing brand perceptions at the Tour de France

2:30 PM - 3:00 PM

In 2015, Dimension Data became the Official Technology Partner of the world’s most prestigious cycling race – the Tour de France. Having largely built its success through organic means, Dimension Data was struggling to differentiate itself on value proposition alone in a highly-converging market.

Dimension Data wanted to build long-lasting client relationships while also bringing to life the brand’s core proposition, transforming its reputation from a humble systems integrator into a major global technology provider. But the marketing team knew they couldn’t outspend rivals through traditional digital marketing methods, which is why the Tour de France presented such a perfect opportunity to tell compelling stories and cut through the crowded technology services market.

Since the partnership began, Dimension Data has delivered a series of integrated campaigns spanning marketing and brand, sales enablement, PR and media, employee engagement, and client nurture programmes, to bring its technology innovation story to life.

In this session, Marisa will explore the success of Dimension Data’s four-year partnership at the Tour de France, including:

  • Reach, reputation, revenue: How sponsorship can completely transform brand opinion and successfully re-position client and prospect perceptions, while also generating sustained revenue over a multi-year relationship.
  • Advocacy and engagement: How to turn employees into brand ambassadors through internal engagement initiatives.
  • Data and storytelling: How technology can be used to translate data into a thrilling narrative, creating stories that transformed an event’s viewing experience and brought an already highly-commercialised sporting event powering into the digital age.
  • Sponsorship challenges: How Dimension Data communicated the Tour de France story and delivered a first-class marketing campaign in some of the most remote and unconnected areas of Western Europe.

Brand Director,Dimension Data