This is the story of the company formerly known as itelligence AG. A German SAP and IT service provider with more than 10,000 employees in 28 countries, this SME with more than 30 years of experience and annual revenue of over 1 billion euros – whose mission it is to deploy, manage, advance and enhance SAP solutions to shape its clients’ digital transformation – has been part of the global IT giant NTT DATA since 2014.

When the C-suites at itelligence’s parent company in Japan decided to rename their subsidiary NTT DATA Business Solutions in late 2020 and roll out NTT DATA’s corporate design on a grander scale, the message was clear: the time to act and communicate is now. Times of change are always times of uncertainty. But they’re also an opportunity for a fresh start and communication, even when it’s just a company’s branding and a key visual on the surface.

On a rational level, the basic idea is simple: from red to blue. Using the NTT DATA branding makes it easier to do business. But, on an emotional level, the decision is a big deal. That’s because the complete rebranding will mean dealing with a veritable cultural shift, no matter what. Going from locally owned-and-operated showpiece of the regional business scene to just another cog in a multinational corporation’s wheel has the potential to drag an organisation down. Or inspire it to new heights.

Together with the marketing agency wob and the core team at today’s NTT DATA Business Solutions (strategy, marketing, communication, HR), we started by focusing on the creation of a brand platform. The mission it formulated – “We Transform. SAP® Solutions into Value.” – was the compass for everything to come. The path to getting there involved multiple in-depth workshops, followed by approval processes in cooperation with the Japanese parent company, the executive board and pivotal stakeholders such as the economic committee.

And then? We made communication the core and driving force of the transformation. While the experts hit the ground running in their areas, we checked in with each partner on a weekly basis using SCRUM-like methods to see whether we were headed in the right direction.

The team gained one strong insight in particular: what unites staff, stakeholders and customers is the desire for a successful transformation, inspiring us to come up with the mission “… making it work for YOU”. This positioning later served as the basis for a strong digital campaign headed up by wob.

We poured our expertise – internal communication, change communication and external PR – into a multi-stage, multifaceted plan of action. Internally, we started by concentrating on clearly formulated information, such as virtual town halls and video formats. What followed were orientation measures (dialogue events, Q&A sessions) coupled with a campaign to recruit and educate change ambassadors, accompanied by continuous, transparent communication on progress and training. While all that was going on, we also completely revamped the employee newsletter and took it digital. On that new digital channel, we talked to staff about the opportunities and uncertainties associated with #TRANSFORMATION2021. Special attention was paid to conveying the clear message that the change meant new possibilities rather than job cuts. For staff, it means better personal development opportunities and more internationality. And for the company, it means better market opportunities.

External communication was guided by playbooks, multimedia content and LHLK as a central hub for 28 countries, as well as a meticulously planned launch day that turned out a complete success. In addition, we positioned CEO Norbert Rotter as the face of the transformation and a thought leader in the SAP community.

And then? We started looking for strong images and formats to cement awareness of the brand and the SAP expertise it embodies. In the end, the team found just the right imagery to tell the story behind the journey. A few weeks before the new brand was set to go live, NTT DATA Business Solutions set sail. Literally. A branded catamaran toured the Baltic Sea, connecting staff, customers and the market with the positive new message. All technology aside, the new branding is about people, after all.

Stefan andJan are particularly proud that the key members of the NTT DATA Business Solutions crew all remained on board despite the many changes. The 27 per cent year-on-year growth in business at NTT DATA Business Solutions also fills them with pride.

The astonishing pace at which we got the job done continues to amaze us to this day. In less than six months, we planned and executed this behemoth project with no prior preparation under pandemic conditions, forcing us to communicate virtually from start to finish. In a nutshell: work and make it work – as a strong team. With the power of smart storytelling.

#TRANSFORMATION2021 has been honoured on multiple occasions. The accolades include the German Brand Award in four categories (including “Brand Strategy of the Year” and “Brand Revival of the Year”), as well as words of praise from the parent company’s headquarters in Tokyo that are enough to make anyone blush – with Rob Rasmussen, the global chief marketing officer of NTT DATA, calling the campaign “the best executive communication in years”. What could we possibly add to that?

The desire for thrills and adrenaline. Action sports such as freestyle mountain biking or motocross, snowboarding, skating, ice cross downhill, kiteboarding, or air racing inspire athletes and spectators alike with astonishing performances. They are exciting counterpoints to an everyday life that often leaves little room for such sporting challenges. Red Bull recognized the potential of this extraordinary movement early on and has consistently committed itself to action sports. This has made Red Bull not only the benchmark for large-scale events, but also for consumer activation and high-speed, image-rich communication. Together with Red Bull, we have been bringing numerous events to the attention of the media since 2008, ensuring broad visibility and activating visitors.

Red Bull Pool Drop, Red Bull Paddelfest, Red Bull Formula Nürburgring, Red Bull Roller Coaster, Red Bull District Ride, Wings for Life World Run, and many more: although action sports are booming, the sector has had to fight for media attention. Sports sections in particular usually focus completely on the Bundesliga, Champions League, Formula 1 or other major sporting events, so what can be done? In such situations, action sports enthusiasts test the limits of what is possible. And that’s exactly what we did by redefining PR as action PR.

Our most important tool is story angles, which are creatively developed for each medium requested and tailored precisely to their profile. We get important players involved in our PR stunts, offer portraits of characters previously unknown, get journalists excited about and onto the racetracks of this world, create emotional experiences, break topics down to a local level, and create ideas for highlight shots.

The list of examples could go on and on. For years, we have been using our creativity and ingenuity to find new opportunities and fitting stories to win over journalists across all media genres for coverage of action sporting events, and to inspire thousands of participants and spectators.

The results: a sold-out crowd at the Red Bull Paddelfest, 12,000 participants in the Wings for Life World Run in Munich, and 23,500 spectators at the Red Bull Crashed Ice. It’s clear that storytelling brings the action not only to PR, but also to the streets and to the racetracks.

This was the challenge Garmin faced a few years ago when the pioneer of GPS-based navigation systems expanded its portfolio to include premium wearables. Garmin doesn’t just help people fly planes, steer ships, navigate to their destinations in cars, or assist professional athletes anymore. Garmin now also helps people achieve an active, healthier lifestyle with the goal of bettering themselves a little more every day. With the challenge #BeatYesterday, it particularly targets recreational and professional athletes alike, who like to run, bike and train to stay fit. With its smart products, it supports them through their everyday lives, at work, and in their leisure time. And aside from that, their products also just look good.

We have been accompanying Garmin in its transformation from a GPS specialist provider to a globally sought-after lifestyle brand in Germany, Austria and Switzerland since 2015. And we’ve been doing it with a feel for current and future trends, with creativity, and with perseverance. Our motto is that transformations are like running a marathon: the only way to get to the finish line is by putting one foot in front of the other. And our mental armor for the long haul: storytelling. Storytelling that is tailored to the special features of each product, the needs of different media, and the desires of consumers. Equipped in this way, we continue planning the media launches of newer, ever better products. We focus on classic PR and media relations as well as (digital) events, product tests, trade fairs, media and brand cooperations, influencer relations, interview placements as well as editorial tours and come up with creative concepts and format design.

The clear and primary focus for our team of nine throughout every step and process is effectiveness. And it’s been successful. In 2020 alone, there were thousands of different press releases mentioning Garmin. In terms of product tests, a Garmin product is reviewed by a media outlet almost every single day. We also put Garmin on the social media map by cooperating with over 100 influencers. We’re not just proud of the numbers, but especially of the results of our work that are now visible: Garmin’s transformation into a lifestyle brand has taken hold.

Sure, there were enough reasons for plenty of people to feel down in the mouth during the pandemic. Covid brought everyday life to a grinding halt and loneliness to the fore. High-quality home entertainment was the only way to avoid losing our minds entirely. We read every post, blog and article online, embracing the artiest of films on television channels hitherto seldom watched just to forget the misery all around. Even a living room full of designer furniture had the potential to become hell on earth.

By early 2021, nearly eight months into the pandemic, there was still no light at the end of the tunnel. With no end to the virus in sight and no government prospects for shared arts and entertainment, HD+ decided to lighten the mood. HD+, Germany’s leading platform for satellite TV, set out to confront the situation head-on – with the right kind of attitude for a brand that promises the best in entertainment. The mission was to bring a little fun back to the world with a healthy portion of unconventional communication, and consciously without any marketing or sales intent.

And that is where LHLK came in. We asked ourselves: What would we do if we could share a bit of fun, off-the-wall art with our favourite people to show them we care and send them our love – all while keeping the socially prescribed physical distance? Together with artist and HD+ advertising spokesman Friedrich Liechtenstein, we came up with Germany’s most entertaining video jukebox.

Thanks to easy-to-use web application and data-based video engine technology from Wonderlandmovies, users were able to generate personalised clips in a matter of seconds and send them to friends by messenger, e-mail or social media. The result was a unique and special way of keeping in touch.

The joy came through in mini videos featuring different preset lockdown characters in which the fabulous Friedrich Liechtenstein addressed the recipients personally and put on brief performances for them. Star DJ Richard Dorfmeister provided the soundtrack, while creative director and producer Christoph Sinemus made sure Friedrich Liechtenstein’s show looked right.

For us, the final weeks of the third-wave lockdown were the perfect time for this superspreader event. And by superspreader, we mean: spread the clip and have super fun. The launch took place on 19 May 2021. By mid-August, nearly 300,000 videos had been requested, reaching more than 25 million people in total. We drew up an integrated marketing plan consisting of media relations, influencer partnerships, social media communication and performance marketing (in collaboration with iCrossing) to underpin and distribute the campaign. Ultimately, the clips were also an ideal tool for HD+ field sales staff in their efforts to approach contacts, partners and multipliers.

Sabina, Khanh Vi, Susanna and Jan are particularly proud of having HD+ as a client – one with the sense of fun to not say we’d gone mad. And one willing to agree to the idea of offering a bright light at the end of the Covid tunnel that would magically draw people in. The feedback delivered by HD+, a brand with an expert feel for the world around it and a good sense of humour, is the cherry on the top of a strategic coup for us at LHLK. It shows how much joy and success can result from thinking far, far outside the box.