Company: NEC Corporation India, Noida
Nomination Submitted by: The Mavericks Communications LLP
Company Description: NEC Corporation is a Japanese multinational information technology and electronics corporation,
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Team of the Year
 Nomination Title: The NEC Corporation's Marketing Team
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated team since 1 January 2022, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Case study video: https://www.youtube.com/watch?v=1sAUfeN7cCI
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated team: its history and past performance (up to 200 words):
Total 199 words used.
The NEC Corporation's Marketing Team has led a remarkable transformation, positioning NEC as an innovative leader in marketing. In just a few years, they've shifted NEC's presence from subdued to prominent, particularly highlighted during the mid-2020 strategic shift to align with market trends. Their work has earned NEC multiple accolades, including the "Tech Company of the Year 2023" and recognition as one of India's "100 Most Admired Brands."
Their campaigns, 'Powering Billion Dreams' campaign, garnered 8 million impressions and 236,000 engagements, showcasing the team's ability to drive substantial brand reach. Strategic collaborations at events like the India Today Conclave and Indo-Japan Conclave further amplified their global presence and influence, enhancing NEC's visibility and engagement levels.
The team's impact is evident with millions of digital engagements and substantial media coverage, generating over 2 billion global impressions. These campaigns have elevated NEC's brand authority while highlighting its commitment to diversity and societal progress.
Comparing brand equity from 2022 to the present, NEC has seen a significant rise in visibility and authority, with a 56% increase in brand authority and a 200% rise in Share of Voice. These metrics highlight the strategic marketing initiatives that have enhanced NEC's market presence.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the team's achievements since the beginning of 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 247 words used.
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Unprecedented Brand Transformation: NEC transitioned from a quiet presence to a vocal industry leader, earning accolades like "100 Most Admired Brands" and "Tech Company of the Year 2023". NEC's integrated marketing communications have led to a 60% increase in brand recall and a 56% rise in brand authority within two years.
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High-Impact Campaigns: "NEC Makes it Happen" and "Powering Billion Dreams" garnered over 11.3 million impressions, spotlighting NEC's role in India's digital advancement. ampaigns like 'We Think Equal'(D&I campaign), ‘We Hear You’(Employee engagement campaign) and 'Grow with NEC' also aided in managing attrition, workforce upskilling and enhancing productivity.
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Award-Winning Rebranding: Their strategic efforts earned recognition, including a Silver Stevie for Re-branding/Brand Renovation of the Year amongst others, reinforcing NEC's position as a technology leader.
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Enhanced Media Presence: With compelling storytelling, the team achieved a 60% increase in media outcomes and an organic media ad value exceeding INR 10 million. Collaborations with NW18 & MoneyControl led to a TV interview on CNBC and a feature in Forbes. Additionally, a docuseries showcasing onsite project impacts aired on CNBC, accompanied by a live stream interview featuring NEC's CEO, Aalok Kumar, hosted by Mugdha Kalra. This highlighted NEC's technological innovation driving India forward. The incorporation of campaign scripting, brochures, and mailers for 'Powering Billion Dreams' further enhanced sales collateral.
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Global Engagement and Thought Leadership: Participation in global events like the Singapore International Energy Week and Barcelona Smart City Conclave underscored NEC's global prominence and thought leadership in the technology sector.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the team's past performance (up to 250 words):
Total 246 words used.
NEC Corporation India's marketing team excelled by strategically overcoming significant challenges, leading to impressive outcome:
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Despite over 70 years in India, visibility remains low.
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India's IT market is complex and highly competitive.
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B2B marketing in niche categories faces significant challenges.
Therefore, their strategic focus was on powerful storytelling aimed at forging a last-mile emotional connection and resonance and demonstrating societal impact. The modus operandi/vehicle for execution was informed by this strategic pillar. Here is what they achieved:
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Shifting Brand Perception & Storytelling for Emotional Connection: NEC India's unique B2B marketing involves impactful storytelling that connects emotionally with common citizens, expanding its reach beyond niche markets and standing out creatively.
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NEC's campaigns, "NEC Makes it Happen" and "Powering a Billion Dreams," focus on showcasing the significant positive impacts of their technologies, like enhancing financial inclusion through the Aadhaar program, boosting connectivity and socio-economic growth in Andaman & Nicobar with their Optic-Fibre Submarine Cable, and advancing safety and security in India through smart cities projects.
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Measurable Results: NEC's integrated marketing efforts have boosted brand recall by 60%, securing its reputation in India's digital transformation, and increased brand authority by 56% in two years, positioning NEC as a key technology leader in India.
Focus on Societal Impact: The campaigns extend beyond technology promotion, delivering content cohesively across all channels, from digital to physical events. They emphasize NEC's commitment to societal well-being, distinguishing the brand as a contributor to India's digital advancement with a focus on positive societal impact.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 36 words used.
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