Creating UK awareness for a Japanese technology leader

NTT DATA specialises in transformative solutions for businesses ranging from the Bank of England through to the UK’s top five Telcos.

In Japan, it’s a household name, whereas in the UK it’s well-loved by its clients but not well known. Our brief was to change this with a brand campaign that would raise awareness and build credibility.

In a market dominated by competitors claiming to be leaders, we wanted to differentiate NTT DATA by positioning them as an indispensable guide, navigating its clients through business challenges.

We distilled the strategy down into the creative platform ‘Guiding Greatness’. This worked to juxtapose the humble character of NTT DATA with the incredible projects it delivers for some of the world’s biggest organisations.

NTT DATA’s Japanese heritage runs throughout the organisation. We wanted to capture the essence of this and use it as its visual differentiator within the UK market.

Using the crafts of Bonsai, Samurai and Origami, we paralleled the dedication these arts demand with the passion and commitment with which NTT DATA delivers its transformative solutions.

To gain the awareness NTT DATA required, we ran the campaign throughout London in prominent OOH locations including large digital screens at Waterloo and Paddington stations.

As well as high-impact OOH executions, we created a suite of audience-specific online banners to drive traffic to the NTT website.

As part of our work, we delivered a short guide for NTT DATA and its partners demonstrating best practice for implementing the brand campaign.

For the campaign finale, we crafted an interactive direct mail piece to bring the magic of the koi fish to their prospects.


Inspired by the Japanese legend of a koi determined to reach its goals – something that really resonated with NTT DATA’s core values – we sent them a 3D origami fish in a beautiful box, to encourage the receiver to make their own.

“bbp impressed us from the start with its ability to get under the skin of our organisation, taking the time to understand us and our clients. We wanted a campaign that would raise awareness of NTT DATA within the UK, and they delivered. Their high-impact creative idea embodied the qualities of our unique Japanese heritage and showed how we use our expertise to guide our clients to greatness.”

Simon Williams – CEO, NTT DATA UK


3.1 million

impressions served to target businesses

click-through-rate – above industry average

uplift in unique website visits

site engagements

new target businesses engaged with 1bn+