The Brief: As the official technology partner for the Tour de France, Dimension Data is transforming the way millions of fans across the globe view this iconic endurance event. They wanted to convey the full grandeur of this story to key customers, not only showcasing the capabilities they’re bringing to the Tour, but also relating them to core business benefits. Dimension Data’s vision was a fixed environment where they could deliver a highly targeted, personal customer agenda. Our challenge was to help create an immersive experience that would bring it all to life.
Our Solution: We immediately immersed ourselves in the history of the Tour de France and the services Dimension Data offers. The concept we came up with had the customer at its heart: humanising the technology Dimension Data were uses and presenting it in a way that was easy to understand, without losing the all-important tone of the Tour. We delivered this as an end-to-end presentation covering every detail, from creative executions to invitations. We even defined what the door handles would look like.
To make the experience truly special for visitors, we needed to get closer to the action. The JPC team conceived, designed and built ‘Ambition’, an immersive 135sq metre mobile Executive Briefing Centre. Ambition followed the gruelling schedule of the Tour de France, very literally bringing to life the innovation and business transforming capabilities that Dimension Data delivers from 3 picturesque locations across France.
Starting with the core idea of every customer’s unique ‘journey to greatness’, we used Ambition to create a 360-degree experience in which even the tiniest detail told part of Dimension Data’s Tour de France story, from flooring samples to cushion fabrics, table tops to fencing. All located on a double gullwing truck, the experience had five zones. Each zone had its own distinct bespoke décor and atmosphere, glued together with life size imagery of Mark Cavendish, taken during a photoshoot he did with us in Paris.
We didn’t just provide a visually stunning space, we made sure the technology onboard packed an enormous punch. Features included an enormous 180” animation of the Tour de France history which greeted visitors upon entry, 15 augmented reality triggers, and a truly immersive experience where customers could get on a bike and race against Tour de France competitors.
The Result: Dimension Data was able to deliver a uniquely immersive experience that money couldn’t buy. Visitors were blown away by its detail and the fact that as well as providing a hands-on experience of how Dimension Data was contributing to the Tour de France, it brought to life the possibilities its approach held for customers.