TATA TCS – Amsterdam Marathon


The running community worldwide & especially the City of Amsterdam


TCS approached Quantum in search of creating a new identity for the Amsterdam Marathon, a premier event for TCS sponsorship globally. Quantum’s approach was one to create a theme that would not only resonate with the audience, but would also encourage them to participate and to get involved.

The idea of ‘Calling all Superheroes’ was an instant success; it was the link between the personal story of running a marathon with the everyday challenges in daily life and business. Quantum helped create a variety of assets to support the theme including Billboards, Banners, Adverts and a Mobile App. The core of the campaign was a Social hub, where Twitter and Instagram users could link photos and content related to the event via a hashtag.


The two key hashtags ’#TCSsuperheroes’ and ‘#TCSAMS14’ reached the incredible number of 14,745,106 people over the course of a 30-day period surrounding the event!  The runners of the 2014 Amsterdam Marathon and the entire city of Amsterdam bought into the theme, wearing the signature ‘superhero cape’ and posting on social media. TCS has now become a well recognised brand in The Netherlands as a result of the Superhero theme.

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