Last month the 41st edition of the TCS Amsterdam Marathon took place. PRISM Amsterdam was involved in the activation of title sponsor Tata Consultancy Service (a role we’ve played since 2011). In addition, the running expertise of the Amsterdam office led to a new partnership for Duracell and the TCS Marathon.
TCS activates big in 6th year of partnership
Tata Consultancy Services has been an active partner of the TCS Amsterdam Marathon since 2011. In 2015 it extended the collaboration until 2020 to maintain its long-term vision to promote a healthy lifestyle not only for its own employees but in every community it serves.
The activation of the TCS Amsterdam Marathon started five weeks in advance of the event with the digital campaign “#TCSsuperheroes”. More than 2,000 runners and supporters shared their ultimate running moment online via a micro-site. Runners were rewarded with unique running prizes every week. Of course, on the day itself the marathon received a blitz of multi-channel communication. Using a smart social media strategy, in collaboration with event organizer Le Champion, millions of running enthusiasts were reached and engaged.
Days before the marathon all 45,000 registered runners picked up personal BIB numbers at the official Marathon Expo. TCS’s expo stand saw more than 8,000 visitors engaging with the #TCSsuperheroes concept via different photo activations, including flying over the Rijksmuseum, running faster than a speeding train and breaking through an artificial wall. All visitors of the stand were also able to create a personal medal photo with a 2m-high statue.
On the marathon day itself, TCS invited 5,000 guests to its hospitality area, situated in a historical site in the Olympic Stadium. Both before the run and after participants had completed their distance, guests could relax and recover, enjoy some healthy food and drinks, a massage and, of course, cheer on others taking part in the marathon.
Ankita Bhatia, Head of Marketing and Communications Benelux, Tata Consultancy Services – “The TCS Amsterdam Marathon is a very special brand sponsorship for us, since it is our largest client and employee engagement activity globally, and focusses on the sport of running, which is extremely relevant to TCS. Hence, every year, our objective is to become bigger and better, engage not only with our runners but with the wider community, create more brand awareness, activate the #TCSsuperheroes theme and take the race experience to the next level. We had a great partnership with PRISM, where a strong team was put together focusing on different elements of the event, which gave it the desired push. I was particularly impressed by the ownership and attention to detail of the team, which led to a very successful 2016 edition of the marathon for all stakeholders!”
Duracell Running Bunnies deliver energy boost to all runners
Duracell joined TCS Amsterdam Marathon as a partner for the first time this year in a deal that was conceived by PRISM Amsterdam earlier this year. To PRISM, the resonance for Duracell was clear: every runner needs an extra power boost while running their final kilometers in their marathon. Duracell was the perfect partner to give them this boost.
The battery supplier activated its partnership through a Duracell Cheering Zone in the Vondelpark (at the 39 kilometer point) to support the runners for the final stretch of the marathon, using a team of eight Running Bunnies to cheer on all the runners passing by.
“The TCS Amsterdam Marathon was the absolute crown on our 360° Duracell Running Bunny campaign this year. Both consumer and trade response have been very positive,’ says Jorgo Lialiangas, Marketing Manager of Duracell Benelux. ‘From the conceptual phase up to the excellent execution of the event PRISM has contributed on this with us. We look forward to build on this first event further next year.”
Bigger than ever
PRISM Amsterdam’s office leader Jordy Halapiry summarizes the weekend: “The TCS Amsterdam Marathon 2016 was for us a special edition which led to more activations than ever for us in a range of different areas – strategy, hospitality, events and communications. We are extremely proud to work on these activations for two clients such as Tata Consultancy Services and Duracell.”