32 CATEGORY 19: Best international campaign


WINNER:TNT Express AGENCY:438 MARKETING CAMPAIGN:‘TAKE CONTROL’


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erving more than 200 countries worldwide and employing around 75,000 people, TNT is one of the leading logistics companies. Following substantial improvements to TNT’s online systems and major developments to its global road-to-air network, the company decided to focus its marketing efforts on the importing side of the business, an area for which it wasn’t previously well known.


The major attributes on offer from TNT’s Express Import service were underpinned by the company’s heritage of expertise, security and professionalism. Delivering this multi-faceted message simultaneously to many different markets demanded one consistent positioning. Namely, that every customer knows that their package will arrive on time and in perfect condition. TNT’s service differs from others because it is door-to-door, and the company offers an online tool, allowing customers to track and control the process. To emphasise this idea, the customer was placed at the heart of the campaign. TNT wanted to convey that it understood the importance of the service it was offering, and so the conductor character was born: the ultimate orchestrator of numerous complex elements, with one precise symphonic result. TNT’s conductor, who became the narrator of the proposition and lead


communications across the marketing mix, could be seen orchestrating his import shipment form collection to delivery. Vivaldi’s ‘Four Seasons’ was selected as the campaign’s soundtrack and was used in a sound card included in a direct mailer and also on a short film posted online. Throughout the campaign this idea was


imperative ‘take control’ left little room for misinterpretation.


A simple flow chart was designed to show how the TNT service works. The DM used a ‘story book’ layout to break the body copy into smaller sections, taking the customer on a journey through import shipping. The execution, even without words, illustrates taking the theme of control. This means the concept can travel well without encountering limitations imposed by culture and language. The campaign was adopted by 60 countries worldwide with a number of countries still running the campaign today. This represents record numbers of country participation for the brand.


accompanied with phrases such as ‘A shipping symphony’ to enable creative cohesion.


A major consideration in this campaign was that it had to work globally, and in many different languages. Puns and other linguistic techniques were out, while the


RUNNER UP:Colt AGENCY:EMC CAMPAIGN:‘CHOOSING TO TURN LEFT’


communications solutions to businesses. In order to promote the launch of a new website and product range, Colt had to tackle the problem that it was not particularly well-known by SMEs throughout Europe. Brand awareness, as well as number and quality of leads, needed to be boosted.


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A simplified product portfolio was offered, with a range of business bundles being promoted through digital channels. The campaign made it easy for businesses across Europe to research and select products online and choose their preferred way to contact Colt – including live chat and email.


olt is a telephone and data network company that offers IT managed services, networkings and


The campaign made use of a mixture of digital avenues, including a Google PPC ad campaign, an IDG lead generation campaign and an outbound email campaign. Content across all of these activities was fully configured for SEO and was supplemented by a well-targeted PR campaign.


The campaign was highly successful.


Average weekly visits to the site touched 6000, dwell time was an impressive three minutes, 18 seconds and 25,000 online enquiries were generated. Carl Robertson, chief marketing officer at Colt, said, “The ‘Choosing to turn left’ campaign was a pan-European integrated campaign that catapulted Colt into the new age of digital marketing. It was delivered in a record six months and


B2B Marketing Awards 2010 - www.b2bmarketingawards.co.uk


exceeded all expectations in terms of leads and wins. It is a shining example of a dedicated team working together and staying focused on results.”


The campaign boosted awareness, sales and revenue. The supporting microsite was produced in 44 languages with over 22,056 visits. Rani Nugraha, marketing executive at TNT Express, said, “We're delighted to have a powerful positioning with ‘Take control’ and evidently our internal customers are too. Over 60 countries all over the world are running this campaign, which is evidence of their enthusiasm and support for the idea.


“The net effect is that our revenues from imports have increased worldwide by as much as 56 per cent, which is 36 per cent higher than targeted, even in mature markets such as the UK.”


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