Transformational Journey Alternative Integration Alternative Nature
Alternative Gaming Alternative Goal Alternative Reward
 
 
The Mahindra Group acquired Satyam Computer Services while
it was reeling from a massive high profile corporate governance deficit which had not only the nation's eyes on it but also had the global business world closely following each event.
The standard goal in such situations is to disappear from the public eye and drop off the radar of main stream media. Allow a sufficient cooling period and then commence rebuilding the brand one creative unit at
a time.
   
  Transforming Mahindra Satyam
  Mahindra Satyam, as Satyam Computer Services was rebranded after the acquisition, decided to travel an alternative path and take brand-resurrection by the proverbial horn. The goal was to get there by taking giant leaps instead of the traditional baby steps.
  The chosen vehicle was football - inarguably, the favourite sport of this planet and the chosen event was FIFA - by far the most watched televised program in the world.
   
  We signed on with FIFA, the world soccer body, as a
sponsor and official IT provider for the 2010 and
2014 editions of the football World Cup tournament.
Mahindra Satyam became the driving force of FIFA
World Cup's software network.
 
 
Mahindra Satyam's team is a good example of individuals who do whatever it takes to get the job done. That's the very key to the successful delivery of the IT solutions to the World Cup.

Dick Miles
Executive Co-Chairman,
FIFA
Mahindra Satyam has illustrated a very positive attitude and a lot of flexibility and willingness from their staff. It is a unique project, and it is very important for FIFA to have a flexible and experienced partner like Mahindra Satyam.

Peter Meyer
Head of Information Technology,
FIFA
 
Game Plan
The company undertook this project with the following goals in mind.
To create and fortify a positive brand image and brand recall for "Mahindra Satyam"
To promote the immense capability of the organisation to handle operations of any magnitude
To instil pride of association among employees and existing customers
 
Reviving the 'Espirit De Corps
To inject enthusiasm, ownership and the joy of shared achievement the whole event was handled in-house right from the designing of creative materials to vendor management. An integrated 360 campaign was mounted along with active presence in social media like Facebook and Twitter.
The campaign was flagged off by engaging associates through quizzes, FIFA theme campaigns and intra-corporate tournaments across various locations. Customers were offered special deals on tickets including free tickets and hospitality services during the games.
 
 
 
Integrated Approach
 
 
All these approaches were at play concurrently and they managed to keep the spirit at a consistent high; both within and outside the organisation.
 
Goals Scored
Constant on-field visibility for 30 days increased recall value of Mahindra Satyam.
The pride that this association brought to every Associate and to the nation at large is beyond all metrics.
Our Sports Management Vertical got prominent attention in the global sporting arena - we were approached for the Singapore youth Olympics and London Olympics.
Our most cherished ROI was the resurgence of brand "Mahindra Satyam" which was achieved on the principles of zero budget branding.
 
Game Analysis
Handling the IT operations for FIFA World CupTM was a truly unique
and learning experience for Mahindra Satyam. We learnt to:
Transcend perceptual mind-blocks and handle one of the biggest
events in the world, with minimal people resource
Utilize low-cost alternative marketing tools for maximum effect
Leverage social media for events
Formulate a repeatable framework for events of different sizes
and standing