Having worked with Accenture to define their sponsorship strategy and evaluate a range of opportunities, we identified the British Triathlon Federation as the one with whom they could build a truly innovative and progressive partnership and achieve their objectives.
The next step was to create a launch campaign to communicate the new partnership to Accenture’s core audience – both internal and external – and build anticipation for what is still to come.
We wanted to create a full campaign to support the launch, with each idea demonstrating:
1) Accenture’s commitment to improving the performance of British Triathlon’s athletes and Para athletes through the application of new technologies
2) Accenture’s belief in the importance of inclusion and diversity (reflected in their status as the first Official Mixed Relay Partner)
3) Accenture’s commitment to offering their employees, clients, and partners exclusive experiences as part of an active and healthy lifestyle
Recognising the levels of collaboration required to communicate all three, our campaign message came naturally: Nothing Beats Working Together.
Featuring moments of collaboration between British Triathlon athletes and coaches captured during a normal day’s training at Loughborough, we created something very few partnerships have – a cinematic teaser trailer that builds anticipation for future collaboration.
To support the film, we captured a PR image that showed a moment in the training regime of the full team – athletes, coaches, and Accenture technicians – working together.
The film and hero image were featured across key business, triathlon, and sport industry media outlets. Both created conversation and excitement around the landmark partnership, with Accenture employees from across the UK also sharing them via their social media channels before it was shown on the big screen at the City of Nottingham Triathlon.