Atos MyCity proposition
Moving buyers of Government IT services to the Atos brand and its City services proposition
Approx 50% of the entire human race lives in a city and in the very near future this will be closer to 70%. This clearly presents a huge challenge to city governments around the world. Atos Global Public Services division asked MTD to create a motivating awareness and lead generation campaign to promote their varied range of IT services to governments locally and nationally.
The challenge was be to make a proposition that is complex, because it covers a wide range of city challenges including: sustainability, security and safety, mobility (and infrastructure), education, smart solutions, social and healthcare, energy and water and governance.
The primary objective was to target decision makers responsible for building, developing and modernising city infrastructures – for the economic, well-being and corporate benefit of all city stakeholders.
The relationship between a city and its citizens is complex and has many inter-related variables – transport, education, security and growth. Together with age and size the constantly developing city must strive to face the future with its citizens with confidence.
Our approach was to focus heavily on the ownership and vested interests that an individual citizen feels towards the city they live, work, commute and run businesses. Our campaign centred on a core driving theme – MyCity.
The MyCity campaign idea reflects the deeply personal relationship a citizen has with their city. It also actively demonstrates a core differentiator between Atos and it’s competitors – that of putting the citizen at the heart of the city and showing how Atos solutions can help the citizen fulfil their true potential – with Atos, the citizen can feel really engaged with the government and will have access to excellent services.
The inference in all campaign elements has been to say to the government decision-makers, ‘These are the people that your decisions and actions impact on. Make sure that you are servicing all their diverse needs successfully’.
MTD has ensured that the MyCity campaign can be successfully utilised and implemented globally, regardless of Atos regional capability, local market needs and status of targeted city – it is flexible and sustainable.
By considering the solutions in a holistic rather than linear way, MTD were able to create a simple yet effective way of segmenting and building a MyCity vision through a visual tool and image library, which have informed every element of the campaign including direct marketing, positioning paper, sales presentation and website content.
The campaign is currently live and has raised awareness of, and interest in, the Atos Government and citizen engagement product portfolio across the globe.