Imagine the Difference

In an effort to help Tata Consultancy Services (TCS) amplify and activate their title sponsorship of the TCS New York City Marathon in 2023, Octagon was challenged with two primary objectives. First, continue to educate consumers, marathon participants, and viewers about the TCS brand and how the company helps their customers innovate, grow, and transform. And secondly, maximize TCS’ brand relationship with the iconic sports event.

To do this, Octagon created and developed the “Imagine the Difference” campaign, which celebrates the growing connection between technology and sports. Starring two-time Olympian and heralded marathon champion Des Linden, “Imagine the Difference” highlighted the creation of the first-ever “digital twin” heart of a long-distance runner. The campaign showcased how TCS’ technology provides an innovative way for athletes to monitor their health, enhance their training, and improve their performance.

We were able to help TCS shine a light on the potential for digital twin technology to help optimize Des’ training and recovery. Then via motion graphics, animation, and video, we spotlighted Des’ digital twin heart in action.

To position the amazing technology and campaign in front of business leaders and sports fans, leading up to and during the 2023 TCS New York City Marathon, Octagon’s digital team positioned the brand in all the right places, including prime print, broadcast, and digital ads. The campaign landed more than 38 million impressions across all ad placements, increasing the average visit time on to more than 3 minutes per session (up from 2 minutes), and a 93% video completion rate for the commercial.

Learn more about TCS’ Digital Twin technology, here.