As Global Technology Partner of the ATP, Infosys is reinventing the game of tennis for players and fans through advanced digital technology and AI platforms and this initiative provided the foundation for and culmination of the transformation of their B2B and B2C activation programme at ATP tournaments.
Through the integration of emerging and new technology, Bright Partnerships were tasked to build an unparalleled hospitality experience in an effort to build customer relationships, showcase their technology and position them as a global leader in the sector.
The ATP season culminates in November (11 to 18) at The Nitto ATP Finals at The O2 in London, where Infosys launched their most ambitious and innovative experience to date.
The Challenge
Demonstrating compelling business content and memorable case studies to B2B clients in the Technology and IT services industry is a challenge, especially when the nature of the work is highly complex and confidential.
Infosys were determined to address this challenge by partnering Infosys with a global sport that would benefit from Infosys’ transformational capabilities and provide an exciting case study to demonstrate the business’s expertise to new customers.
After extensive analysis, tennis was selected as it provided:
> A global fan-base with a high concentration of C-level decision makers, Infosys’ core target audience.
> A sport with a reliance on data that had never been exploited before.
> A broad range of stakeholders who could benefit from Infosys’s output; fans, players, tournament organisers and media, under-pinning the case study.
As a forward-thinking organisation with a shared ethos to innovate, the ATP World Tour was a perfect fit. Through advanced statistical analysis techniques, insights and cutting-edge technology, Infosys are reinventing tennis, providing the ATP, and it’s players, coaches, media and fans deeper insights to elevate their understanding of the game and personal performance.
As the season finale, the Nitto ATP Finals in London provide the perfect platform for Infosys to showcase their ‘Navigate Your Next’ brand story on the global tennis stage. As a Platinum Partner to the tournament, Infosys has access to rights and benefits that include a world-class hospitality facility and experiential footprint within the fan zone.
Whilst Infosys do activate at other ATP tournaments globally, this is the largest activation with an emphasis on delivering groundbreaking technology innovation showcases and seamless customer experiences that will be talked about beyond tournament time.
The Objectives
Through the power of partnering with Nitto ATP Finals, we set Infosys partnership objectives that were achievable and measurable within our reach.
ATP partnership objectives were:
> Shift Infosys’ brand perception as a global next-gen service company and build visibility for the corporate brand.
> Generate tangible business opportunities by driving business relationships and client engagement.
> Drive direct business and endorsements from the ATP and its partners.
The B2B objectives of the Nitto ATP finals activation were:
> Drive retention, loyalty and organic growth of Infosys high value customer segment and attract new customers through:
> A best-in-class hospitality experience which captures the essence of Infosys’ innovation and ATP partnership and tells the Infosys brand story in a fresh, insightful and compelling way.
> Cutting edge technology showcasing ATP partnership content and new business innovations demonstrating the brand’s leadership in the technology sector.
The Solution > ‘Navigate Your Next’
B2C – Infosys hi-vis technology based activation in the fan zone, designed to capture the brand essence of Infosys. A dark ‘UV Night tennis’ themed area with glowing UV lighting, furnishings and glow in the dark wall graphics and giveaways, housed the HTC Vive VR tennis experience and the AR tennis game. All participating fans received a free branded drawstring bags with a light-up shoe clip.
B2B – A slick, high tech 90m2 private suite, which accommodated six technology showcases, featured insightful content and brought to life Infosys’ ‘Navigate Your Next’ campaign. The creative use of blue fluorescent lighting, clever integration of key messaging on walls and cutting-edge technology equipment, immediately conveyed the innovative essence of the Infosys brand. The subtle use of tennis iconography such as balls and player silhouettes appealed to the tennis enthusiast.
The open and modular layout with viewing screens, soft seating and technology zones created a contemporary and practical layout, yet welcoming environment for hosting clients and networking.
Infosys brought their transformational capabilities to life through fun, ground-breaking and engaging content; a variety of tennis and non-tennis related immersive experiences for clients and key stakeholders with AI, Machine learning, VR and AR:
Future of Tennis Experience (Series 4) – an AR powered demo of six modules which benefits not only ATP players, but also grass roots players & organisations:
> Strategy – players use data points to strategise in critical matches.
> Technique – allows players to visualize, learn and practice their technique.
> Challenge – warm-up in a gamified environment.
> Warm Up – practice in a gamified environment.
> Play – against AI opponents or other gamers.
> Event Manager – project manager software in a smart connected O2 Arena case study.
> Apple AR Kit 2, Notch and Heart Rate monitor come together to build this truly immersive experience.
HTC Vive VR Tennis – training and playing VR experience where players can take on the pro’s in a real match simulation on The O2 arena court and grade themselves against the stats of the world’s top players. Also includes an AI driven virtual shopping experience where you can dress your own avatar based on your personal preferences.
Infosys ATP Data Analytics demonstration with live match automated stats and insights and Second Screen capabilities allowing for multiple sources of data (chair umpire, player and ball tracking, as well as historical data) to be presented to players, coaches, media and fans. This software was created in year one of the partnership and has evolved and delivered greater value to players, coaches, media and fans year on year.
Non-tennis related showcases tailored to specific customer segments included, finance, retail, customer service and cyber security AR, AI and gaming technology
An end to end digital communication strategy included brand storytelling throughout from invitation through to post event communications. Language and design was consistent with the live environment, clean, premium and contemporary appealing to a C-level audience.
‘Money-can’t buy’ VIP experiences in addition to the overall hospitality experience included player & umpire appearances, interviews, autograph sessions and photo opportunities, behind the scenes tours & ATP stakeholder presentations to explain the value of the partnership.
Strands of Infosys’ activation ranged from the ATP Fan Meter,
and second screen match statistics,
If Djokovic vs Zverev goes to a deciding 3rd set, the stats favour Djokovic as he historically does better. Get real-time analysis of each #NittoATPFinals point in the Second Screen: https://t.co/fwvbk8xWxl #MoreATPWithInfosys pic.twitter.com/0YLaZbAFU1
— InfosysEvents (@InfosysEvents) November 18, 2018
to courtside logo branding and low latency serve speed statistics,
When Technology @Infosys meets perfection!#spotinfy #moreatpwithinfosys #NittoATPFinals pic.twitter.com/CE3FT4Usrv
— Nelson Suresh (@nelsonsuresh) November 13, 2018
the virtual reality tennis experience,
Witnesses Nitto ATP Finals here for the first time on inauguration day. Watching tennis live was awesome. Talked to guys who were managing Infosys Virtual Tennis. Enjoyed playing. @Infosys #SpotInfy #MoreATPWithInfosyspic.twitter.com/qpPeWem2lE
— pritam patil (@pritu1991) November 13, 2018
player meet and greets,
Witnessed the rise of new tennis star yesterday #AlexanderZverev. Yes it's him @Infosys lounge earlier in the week. #MoreATPWithInfosys pic.twitter.com/ICUR4GRYBg
— Meher (@meher_taj) November 19, 2018
Last 10days have been crazy and amazing #ATPFinals, with unforgettable memories. #MoreATPwithInfosys #Infydiaries pic.twitter.com/7yTp5kgU7w
— Meher (@meher_taj) November 19, 2018
and on court client clinic experiences.
Unforgettable experience for @Infosys clients with @StefanEdbergOff tennis clinic #NittoATPFinals #MoreATPWithInfosys pic.twitter.com/GYs2J8cLDo
— Navin Rammohan (@Navin_Rammohan) November 18, 2018
Outcomes and Evaluation
In 2018, Infosys hosted 250 of their highest value clients & prospects during the 8-day ATP Finals tournament across 15 sessions of hospitality and 3 business workshop sessions.
Creatively the design was a brave move away from the standard corporate hospitality environment, with many ATP partners requesting a visit to the suite to see the design, experiences and layout.
In addition, over 2,000 fans participated in the AR/VR experiences with all event attendees having the OTS the corporate brand in a bright and very striking new light!
The biggest success story lies in the customer testimonials which reinforce the success of the ‘Technology Showcases, with all those questioned reporting they understand:
> How Infosys’ technology solutions are benefiting the sport at all levels.
> How big data, cloud, and mobility was relevant to their business decision making and could help address business challenges in the future.
Online surveys completed by customers reported that:
> Attendees felt more connected with their Infosys relationship manager.
> 80% agreed to a follow up meeting.
> 95% rated the Infosys statistics and insights as Ace!*
*Ace signifies highest score on guest feedback survey.
Comment:
This campaign won the 2019 UK Sponsorship Award for the Best B2B Sponsorship
The Nitto ATP Finals 2018 initiative is a key partnership, alongside its activation as the official digital innovation partner at the Australian Open (see case study), in Infosys’ wider strategy of aligning with tennis to showcase its technologies and skills to B2B targets in a way that elevates the tennis experience for fans and players by leveraging latest digital innovations.
It further builds on the brand’s tech-led, experience enhancing actiovation approach at the event which included 2016’s VR fan zone gaming experience in harness with Sony Playstation (see case study).
November 2018’s Nitto Finals also saw the ATP itself launch its new ‘Love It All’ global brand platform (see case study).
Links:
Infosys
https://www.youtube.com/user/Infosys
https://www.facebook.com/Infosys
https://www.linkedin.com/company/infosys
https://www.slideshare.net/infosys
Nitto ATP Tour Finals
https://www.nittoatpfinals.com/
ATP
http://www.atpworldtour.com/
http://www.myatp.com/
https://www.facebook.com/ATPWorldTour/
https://twitter.com/ATPWorldTour
https://www.instagram.com/atpworldtour/
https://plus.google.com/+ATPWorldTour
https://www.youtube.com/user/ATPWorldTour
Bright Partnerships
http://www.brightpartnerships.com/
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