|
Company: Infosys Limited, Mumbai, India
Nomination Submitted by: Interbrand
Company Description: Infosys Limited is one of the top 10 IT services companies of the world that provides next generation digital services and consulting. With nearly four decades of experience in managing the systems and workings of global enterprises in 46 countries, we navigate our client's digital transformation and expertly steer them through their digital journey.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Software
 Nomination Title: Infosys Cobalt Campaign to Drive Sales
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The formal announcement launching Infosys Cobalt was on 20 August 2020. The marketing and PR campaign started the day Infosys Cobalt was launched.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
The pandemic forced enterprises to rapidly adopt cloud and digital technologies. This opened up newer business avenues and opportunities for Infosys. With deep expertise and experience across industries, we understood that even as strategic relevance of cloud grew, capturing the full potential of cloud of remained a struggle for businesses
Infosys wanted to own this space and be the market leader in cloud focusing on three key factors for its clients- business agility, scaled innovation and security. This led to Infosys launching a dedicated cloud services brand – Infosys Cobalt – first in the world to differentiate Infosys in a crowded market.
The marketing team worked on creating a unique and differentiated vision and groundwork for an offering focused on cloud priorities for our clients. Marketing helped create a differentiated brand, build the value proposition, bring out the differentiators and launch the brand from scratch, all during the peak of the pandemic.
Infosys Cobalt was positioned as a single brand that would help enterprises redesign the core, while building new cloud-first capabilities that would create seamless experiences in across cloud landscapes. Cobalt brought together services, solutions, and platforms for enterprises to accelerate their cloud journey. It offered over 35,000 ready to use cloud assets and 300+ industry cloud blueprints to help enterprise accelerate their speed to market. Infosys also launched the world’s largest cloud technology community globally as part of Cobalt – comprising of partners, startups, academia and technology innovators to help enterprises scale their cloud programs, quickly.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 241 words used.
Marketing worked on a well differentiated value proposition with innovative angles that went beyond describing what Infosys Cobalt offered. Eg. Conceiving Infosys Cobalt Cloud Community. The narrative of the conversation was also focused on business buyers and influencers in an organization along with IT given their clout in the IT spend process. Our goal was building Brand awareness about Infosys Cobalt and 100% engagement amongst two key Target Groups (TGs)- 1) Strategic clients (SC) part of Infosys’ existing client base & 2) Top clients for Infosys where we have Account Based Marketing programs are under execution.
Since 95% of the Infosys’ revenue comes from repeat business from these clients, it was crucial to build credibility amongst them. Credibility would be built if our clients, technology partners, media agencies and industry analysts experienced Infosys Cobalt as a service positively. Each of these groups needed to be approached with a different strategy. We created small crack teams, each dedicated to driving the brand with razor-sharp focus and tweaking the strategy for each group based on the results we were seeing. The plan was built across channels including influencer/analyst relations, media relations, internal evangelization, thought leadership, client testimonials etc. Simultaneously we focused on promoting client testimonials and analyst ratings, media bylines and digital amplification. We were able to drive targeted, measurable outcomes through this strategy. The campaign focused on 1) building credibility, 2) driving media share of voice and 3) publishing industry-leading thought leadership
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 246 words used.
Impact : (Data Attached)
- 55% revenues from Digital Services with 40% YoY growth in FY22, spurred directly by Cloud
- Infosys Named the Fastest-Growing IT Services Brand in the world, driven by the rise of Cobalt
- ‘Leader’ in 29 analyst ratings related to Cobalt offerings.
- Large deals influenced at Daimler, Vanguard, Kraft, Live Person, Spirit Aero, resulting in $1+ BN win value
- Achieved a 100% awareness among both 394 strategic clients and 22 ABM companies, with a 98% engagement across 3638 SC contacts and 100% engagement across 351 ABM contacts
Apect One: Building Credibility:
- 24 Public Client Testimonials: This generated over 600,000 views with 150,000+ digital impressions
- Partner outreach programs: 13 technology partners including AWS, Microsoft, Service Now and Oracle endorsed Infosys Cobalt
- Leader and preferred Partner for Enterprises by 5 analyst firms – Gartner, IDC, HfS, Everest, Forrester & NelsonHall
Aspect Two: Industry leading Media Share of Voice:
- Globally #2 within 1 year
- 15 organic, non-promotional articles in Forbes around how clients solve business problems using Cobalt.
Aspect Three: Driving Unique Thought Leadership:
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 225 words used.
- Press Release on when Brand Finance- Top 25 IT Services Brand- 2022 named Infosys the Fastest-Growing IT Services Brand in the world, driven by the rise of Infosys Cobalt
https://www.infosys.com/newsroom/press-releases/2022/fastest-growing-it-services-brand.html
https://brandirectory.com/rankings/it-services/table
- Conversations around how technology partners including AWS, Microsoft, Service Now and Oracle endorsed Infosys Cobalt
https://www.infosys.com/services/cloud-cobalt/videos.html
- Attached Overview of Infosys Cobalt: Presentation acts as a proof point to show:
- Awareness and engagement statistics for strategic clients and ABM clients
- Data around Share of Voice and large deals
- 24 Public Client Testimonials in Forbes that include
Kraft Heinze, Western Digital, Siemens, Goldman Sachs, Daimler South EastAsia, GSK, Toyota Motors North America and Carrier
- 15 soft PR articles in Forbes by Patrick Moorhead
- Analyst Ratings: Infosys rated as a Leader in Cloud Services across analyst ratings
- 55% revenues from Digital Services with 40% YoY growth in FY22, spurred directly by Cloud services:
https://www.infosys.com/investors/investorpresentation/ir-presentation.pdf
- Understanding Infosys Cobalt:
| Attachments/Videos/Links: |
|---|
|
