Summary
How NEC Powers Billion Dreams NEC is igniting the spark of a billion dreams—not through empty promises, but through tangible action. This campaign isn't merely a marketing exercise; it's a bridge connecting diverse voices, sparking conversations, and empowering lives across India. But impact doesn't stop at the border. On the global stage, NEC doesn't just showcase expertise; it shapes the future of technology. NEC isn't merely Powering Billion Dreams; it's making them a billion realities.
Challenge
NEC Corporation India strategically positioned itself as part of the 'India Go Big' initiative, aiming to leverage its solution development and delivery capabilities to fuel global business growth. However, this vision faced a challenge during the lockdown, coinciding with NEC's efforts to realign teams and resources under the leadership of Mr. Aalok Kumar. Navigating through these turbulent times, the leadership team confronted the Herculean task of guiding over 6000 employees in a 71-year-old organization toward a common goal. Amid uncertainties, key priorities crystallized: restructuring teams, fostering alignment, ensuring the seamless continuation of ongoing projects, and leveraging new technologies to highlight technological impact on the lives of billions of Indians. NEC's solutions aimed to ensure safety and smarter deployment of technology, positively impacting a vast population. NEC India's story unfolds against a backdrop of unwavering commitment, relentless innovation, and transformative impact, epitomized by the launch of the 'Powering Billion Dreams' campaign.
Objective
Powering Billion Dreams establishes clear success markers: -Brand Awareness: Aiming for a 20% increase in industry decision-makers' engagement through targeted website traffic, social media interactions, and brand recall surveys at industry events. -Lead Generation: Focused on a 10% rise in qualified leads from priority sectors via landing page captures, website conversions, and lead qualification progress tracking. -Employer Branding: Targeting a 15% improvement in NEC's employer brand perception assessed through employee surveys, social media sentiment analysis, and increased applications from tech talent. -Impact Storytelling: Showcasing NEC's impact on 1 billion lives through 5 impactful case studies disseminated across industry publications, news outlets, and partner networks. -Customer Satisfaction: Aiming for a 5% uptick in DE&I-related satisfaction measured by specialized customer surveys, feedback forms, and shifts in Net Promoter Scores, reflected in NEC's #WeThinkEqual and #GrowWithNEC initiatives.
Strategy
NEC's "Powering Billion Dreams" campaign was a meticulously orchestrated effort, aimed at diverse audiences to amplify NEC's transformative impact. The campaign's impactful storytelling approach was pivotal for the success of the brand film. AVE assets showcased NEC's use of real people's experiences and emotional narratives, forging a deeper connection with viewers. The brand film wasn't isolated; it seamlessly integrated with other campaign elements, multiplying its impact across multiple touchpoints. "Powering Billion Dreams" wasn't merely a tagline in the film; it evolved into a movement resonating with people's aspirations. This emotional bond distinguishes NEC's triumphant brand film. Key decisions drove this success include: Expanding Audience Reach: Targeting government officials, investors, and end users beyond B2B, building trust and connecting with pivotal stories. Tailored Messaging: Customized approaches for different segments, presenting data to officials, compelling pitches to investors, and emotional narratives for end users. Multi-Channel Approach: Leveraging electronic media like CNBC TV18, a year-long PR campaign, and impactful brand films showcasing NEC's expertise. Digital Engagement: Engaging through social media of MoneyControl and News18.com, and strategic placements on news websites for wider visibility. Collaboration with Network 18: Integrating audio-visual elements to broaden the campaign's impact. Mugdha Kalra, a veteran Indian journalist, interviewed Aalok Kumar, and this video received considerable appreciation from industry stakeholders. Embracing the Campaign Theme: "Powering Billion Dreams" represented NEC's core mission, resonating through stories and data, fostering deep connections. Specificity Over Buzzwords: Avoiding generic terms, highlighting individual stories, and engaging targeted influencers. This multi-faceted strategy redefined NEC's B2B campaign, sparking a movement where technology empowered a billion lives. Beyond achieving NEC's goals, it sparked a narrative showcasing technology's transformative role in a billion Indians' lives.
Data
"Powering Billion Dreams" wasn't just a campaign born in a boardroom; it emerged from the depths of data. NEC harnessed this data - usage patterns, feedback loops from diverse projects like Aadhaar and AI-powered traffic systems - unveiling narratives of transformation and a yearning for progress in a billion hearts. NEC's involvement in the implementation of biometric boarding systems at major airports (Varanasi, Kolkata, Pune and Vijayawada) exemplified innovation, reducing wait times and emphasizing commitment to advancement. Initiatives extended to connect Andaman and Nicobar Islands, crucial for e-Governance. Urban management saw a revolution through NEC's Integrated Command and Control Centers, leveraging AI for security and traffic management. Specific regional impacts included redefining public transport in Uttar Pradesh and benefiting commuters in Surat with a contactless smart card system. Nationwide, from Saharanpur to Thiruvananthapuram, Integrated Command and Control Centers improved city functions. Automated Fingerprint Identification Systems supported law enforcement in Karnataka and Kerala. Recent projects like the Tirupati Smart City initiative reaffirm NEC's commitment to India's digital journey, solidifying its role as a silent yet influential force in the nation's transformation. NEC's data journey unearthed the human stories behind numbers. It urged a shift from technical jargon to tales of students empowered by e-governance, commuters benefiting from contactless cards, and officers ensuring safety with fingerprint identification. Each story was a testament to technology's impact. Data wasn't just inspiration; it steered NEC's storytelling. Visualizations mapped technology's reach, turning numbers into relatable stories. Tailored messaging spoke to government officials of efficiency, investors of a smarter India, and people of their experiences, all guided by data. Data remained NEC's silent hero, guiding media selection, tracking engagement, and refining the team's approach. "Powering Billion Dreams" wasn't merely marketing; it was a data-driven movement, narrating a nation's rise, a billion dreams fueled by technology's silent hum.
Solution
In NEC's "Powering Billion Dreams" campaign, the approach wasn't confined to standard B2B tactics; it was a delicate balance between data-driven precision and the emotive power of human connection. Instead of presenting mere technological displays, NEC transformed data into interactive visual stories, showcasing the transformative impact of its solutions across India. Data ceased to be dry statistics; instead, it became a catalyst for immersive experiences, illustrating how NEC's innovations touched lives. Micro-documentaries portrayed the human side of technology, depicting AI-powered systems as comforting aids and biometric scanners as guardians of safety. NEC's brand films turned data into vibrant murals and interactive installations, transforming traffic patterns into mesmerizing art that enhances citizens' lives and real-time information into captivating displays ensuring citizens' safety. This campaign extended beyond screens, creating interactive spaces where individuals engaged with the magic of technology firsthand. The brand film very well illustrates that NEC's technology isn't solely a product; it serves as a tool for progress. NEC connects with minds worldwide, sharing their learnings, collaborating on solutions, and striving to build a better, safer, smarter, and more inclusive future for all. NEC India isn't merely a name on a screen; it embodies a force for good, a beacon of hope. NEC represents the silent threads weaving together a tapestry of dreams—one story, one connection, and one empowered life at a time. NEC sought unconventional collaborations, partnering with Network 18 to create AVE assets for "Powering Billion Dreams." It wasn't just a campaign; it became a cultural dialogue, offering experiential glimpses of progress. NEC didn't merely communicate; it fostered an emotional connection, bridging the gap between science and human potential. It encapsulated the fusion of data's precision with the warmth of compelling narratives, revealing the true magic of innovation.
Results
Brand Awareness: We set out to increase brand awareness by 20% within a year. Pre-campaign surveys showed 60% familiarity with NEC; post-campaign, it soared to 82%, a 36% jump! This translates to millions across India now recognizing NEC as a driving force in their digital future. Engagement: We weren't just aiming for views; we wanted active participation. The campaign generated over 1.5 million social media engagements, with a 12% share rate – people weren't just watching, they were sharing the stories, sparking conversations, and becoming advocates. Lead Generation: Our target of 10% qualified leads was smashed with 15% more project wins and 32% actual rise in qualified B2B leads! The campaign directly led to multi-million dollar contracts, proving that our storytelling resonated and converted. Recognized as the 'Tech Company of the Year 2023', ‘Best B2B Brand of the Year' and honored across various categories like 'ET Best Brands of 2022,' the campaign's success translated into tangible business outcomes. It generated 193 leads and secured multi-million-dollar contracts, showcasing a robust return on investment. In the smart cities segment, Thiruvananthapuram's project, secured after the campaign, is already seeing a reduction in traffic congestion thanks to NEC's solutions. In Uttar Pradesh, the citizen safety index meter has risen since NEC's project implementation, highlighting the tangible impact on communities. The campaign led to more real world stories like a student in Surat, using the contactless ticketing system, now feels safer and empowered on her daily commute. A police officer in Kerala, equipped with NEC's technology, can perform his professional duties better showcasing the power of innovation in action. This campaign wasn't just about reaching hearts and minds; it was about leaving an indelible mark on the fabric of a nation, one story, one connection, one life empowered at a time.
