B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:16 Page 30
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Category 15:
Sponsored by
Best international campaign
Winner: TNT
Agency: RCA Campaign: ‘East meets West’
A
lthough TNT’s market is growing in customers who shipped to Asia but not 747 plane, large enough to be used as a
Asia, its customers’ perception is currently using TNT. Also targeted were beach toy.
that it is primarily a European sales, major accounts and customer As an added reminder, a bookmark
brand, lacking experience in delivering to service staff. using imagery from the campaign and
other parts of the world. The global The creative approach needed to outlining TNT services, was included
courier wants to be known as a company be synonymous with South East Asia, within the mailing.
with capacity for shipping to Asia and but also appeal to customers globally. To fit with a multi-cultural market
distributing shipped goods using its ‘Where East meets West’ focused on key two alternative envelopes were provided,
extensive Asian road network. It also messages: increased airfreight one with a tease line and one plain.
aims to become the prefered choice for capabilities between West and East, The supporting microsite was
heavy shipments. and the two road networks in both developed in English and localised
The campaign was designed to parts of the world. in 26 countries. Interesting facts
emphasise the Asia connection, change were included about Europe and
customers’ perception and so generate Communication pieces Asia to bring the two continents
increased revenue to and from Asia. The DM was designed as an A5 closer together. Associated pages
The initiative concentrated on its landscape carrying the image of two also covered ‘TNT services’ and
economy express service, which takes 747 planes touching noses with the ‘Register today’.
three to five working days from collection message ‘Where East meets West’.
to delivery and any size or weight of The cover opened in the middle Results
consignments can be shipped. separating the ‘kissing’ 747 planes A total of 410,524 mailings were
The target audience were prospects, and recipients were directed to a sent with a response rate of
lost and lapsed customers, plus existing microsite. 5.6 per cent, which generated
Accompanying the mailer was a 22,989 registrations, 4851 of
letter tailored to the customer type which were through the microsite.
and geography – whether in East or The exact budget for the campaign
West. Letters were localised by is difficult to calculate accurately as
individual TNT country offices. each market localised and printed
Prospects also received a reply card the DM element of the campaign
asking them to confirm they were the themselves, but the estimated total
right contact within the organisation or cost was around £200,000. The
provide the name of the correct person. campaign resulted in additional
Those completing the card or replying revenue of £8 million, showing a
via the microsite received a free inflatable return of 40 times the investment.
Runner up: TNT
Agency: 438 Communications Campaign: ‘Anything, anywhere…fast’
T
his campaign needed to show TNT’s of forging a visual link with TNT’s
capabilities in the global express trademark colour orange.
courier sector and emphasise its The format, in the form of a sliding
speed, flexibility, security and dissolve mailer, worked alongside the
professionalism. It also needed visuals, demonstrating the speedy
to work in any country, with the quality of the service in a tactile way.
microsite available in 37 languages An economical A5 format was also
and central control over different developed, which still worked with the
versions of DM pieces. visuals, but could be produced locally on
a smaller budget. Clients at a local level
Novel creative therefore had the benefit of choice.
To minimise translation, creative Over 40 countries took part in the
was led by visuals and icons. The campaign – double the expected
main concept placed a familiar number – and is meeting TNT’s
creature – the penguin – in unusual requirement of providing the first
surroundings – a desert – playing point of contact for customers all
on the customer’s recognition of a over the world. Within three weeks of
paradox to catch and hold their the start of the campaign there were
attention. Placing penguins in the over 2000 visits to the multilingual
desert also had the advantage microsite in over 50 countries.
B2BM AWARDS 08 – www.b2bm.biz
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