Guiding Greatness

Client:
NTT DATA UK

Award:
Bronze at the DMA Awards

My Responsibilities:
TTL campaign: Design and artwork across touch points

Direct Mailer: Art direction, design, artwork and liaison with stakeholders and fulfilment partners

NTT DATA wanted to enhance brand perception in the UK market and engage key stakeholders through a TTL campaign, a personalised and impactful mailing experience.

​

Objectives:

• Position NTT DATA UK as a leader in technological innovation and excellence through an impactful TTL campaign.

• Create a memorable DM experience that resonates with recipients and fosters a deeper connection with the brand.

• Encourage recipients to engage with NTT DATA UK's services and explore potential collaborations.
   

Process:

1. Design of Assets to span all touch points from OOO digital billboards at high profile London train stations, printed ads on the London Underground and digital deliverables across web and social.

2. Concept generation for DM piece from the campaign Key art, exploring various ideas to form the foundation of the NTT direct mailer story.

3. Inject storytelling, leaning into the Japanese legend of the koi fish swimming up stream against the current to reach the dragon gate, where it becomes a powerful dragon.

4. Incorporate interactive components, such as instructions to make your very own origami fish, to engage recipients and encourage exploration of the content.
    

Outcome:

• The DM piece was sent to 1000 prominent C-Suite figures.

• Recipients perceived NTT DATA UK as an innovative and client-centric company, strengthening brand positioning.

• Notable uptick in inquiries and interactions from recipients, leading to potential business opportunities.

• The campaign's creativity and effectiveness were acknowledged with a Bronze award in the Technology category at the DMA Awards.