B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:15 Page 22
22
Category 11:
Sponsored by
Best lead generation campaign
Winner: Swinton Taxi Division
Agency: Red C Campaign: ‘Swinton mystery tipper’
S
winton Taxi Division is an insurance Results
broker providing insurance policies to The direct marketing performed on
taxi drivers, both private and public average 130 per cent higher than in the
hire. To create awareness of Swinton and previous year and thousands of leads
persuade cabbies to phone for an insurance generated from a single exhibition at the
quote, each year the company runs a prize time the submission was made. There
draw at its exhibitions – the prize in have been 2131 DM calls in the year to
previous years being a holiday. date, nearly twice as many as expected.
This year, rather than giving away one Interest generated by the trade press
holiday, it was decided to give 12 cabbies usually experiences a 20 per cent decline in
the biggest tip of their lives. The Swinton the first third of the year, but it actually
Mystery Tipper was born, a mysterious increased slightly, by two per cent. Mystery
woman handing out £1000 tips to lucky tipper web banners have also been included
cabbies who displayed a Swinton sticker on the Private Hire & Taxi Monthly,
in their cab windows. To get the sticker, National Taxi Association and Taxi Today
taxi drivers had to call Swinton for an websites, increasing traffic from display by
insurance quote. Enclosed within the 92 per cent. Prompted by information on
quote was the sticker drawn in the style of the Internet, Swinton has received 2321
a 1950s strip cartoon showing a woman calls in the year to date, 10 per cent more
with a distinctive orange trilby, upturned after every tip, showing a photo of the calls than this time last year.
collar with the lower part of her face winner with the cheque and announcing the The aim was to boost leads, quotes, calls
hidden behind a fan of notes. next location. The marketing material and brand awareness and it has exceeded
emphasised that the cash could be given to all expectations. Results so far:
Work of fiction any cabdriver with a sticker. The first Five record months for the volume of
Different areas were targeted at different sticker to be noticed by the mystery tipper calls received, each one higher than the
times with advance warning about the would earn the cabbie a £1000 tip with no call volumes for the corresponding
presence of the mystery tipper given in the strings attached. month in the previous year
trade press, by direct mail and through Taxi drivers are famous – or infamous – 4927 more calls in the year to date than
local radio. Information about the visit was for talking, and one of the best tools in a the previous year
also included on the ‘Mystery tippers’ marketer’s toolbox is word of mouth. 1625 more quotes in the year to date
Facebook page, although not her identity. Advance warning about the mystery than the previous year
Advertorials written in a parody of crime tipper got cabdrivers talking and news 4235 calls above budget in the year
fiction ran in the trade press before and spread like wildfire. to date
Runner up: SLG Marketing
Campaign: ‘Gingerbread men’
S
LG was looking to reposition itself as a headteachers. A gingerbread man
specialist marketing agency for the figure was created to represent a
construction sector and wanted to member of each of these groups
convey this message to potential new and used as imagery to convey SLG’s
clients in a clear manner. understanding of the sector.
It identified that the Government’s SLG targeted building product
‘Building schools for the future’ manufacturers and divided them into
building programme had set aside gold and silver targets according to
considerable budget for the new build turnover, marketing budget and proximity
and refurbishment work on the UK’s to SLG. Gold targets received the mailer
educational infrastructure. The agency and a real gingerbread man, silver targets
decided to use the programme to convey received the mailer only. Direct mail was
its specialist stance. followed by telephone contact and the
agency used only its own internal
Gingerbread men resources, apart from the creation of the
SLG’s research showed that four key gingerbread man. The total cost of the when speculative prospects/pitch
groups comprise the decision-making unit campaign was £3800. opportunities arise the agency will
in the specification process for the The campaign raised awareness of automatically be considered. It also
educational projects: architects, SLG’s construction specialist position increased recognition of SLG, creating a
contractors, education authorities and among building product manufacturers so positive reaction to the agency.
B2BM AWARDS 08 – www.b2bm.biz
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