TNT is one of the world’s four largest express delivery companies, delivering consignments by air, road and sea across the globe to more than 200 countries. Asia is a very important and growing market, as the potential in this region could match that of TNT’s highly successful European or US operations in the next few years.
However, TNT’s customers have a perception that it is primarily a European company and lacks experience in delivering to other parts of the world even though the company has established a unique Asian road network with Singapore at its hub.
TNT wanted to be known as the company with a huge capacity for shipping to Asia and distributing shipped goods using its extensive eastern road network. It also aimed to become the preferred choice for heavy shipments. The campaign was designed to emphasise the Asia connexion, change customers’ perception and so generate increased revenue to and from Asia.
The initiative concentrated on its TNT economy express service, which takes three to five working days from collection to delivery and any size or weight of consignments can be shipped.
The target audience were prospects, lost and lapsed customers, plus existing customers who shipped to Asia but were not currently using TNT as their carrier. TNT sales, major accounts and customer service staff were also targeted.
The creative approach needed to be synonymous with South East Asia, but also appeal to customers globally. Where East meets West’ was chosen by a resounding majority of the relevant TNT country offices, as it focused very clearly on the key messages: increased airfreight capabilities between west and east, and the two road networks in both parts of the world.
The DM piece was designed as an A5 landscape carrying the image of two 747 planes touching noses with the message Where East meets West”. The cover opened in the middle separating the kissing’ 747 planes and recipients were directed to a microsite.
Accompanying the mailer was a letter tailored to the customer type and geography – whether in East or West. Letters were localised by individual TNT country offices. Prospects also received a reply card asking them to confirm they were the right contact within the organisation or to provide the name of the correct person. Those completing the card or replying via the microsite received a complementary inflatable 747 plane, large enough to be used as a beach toy or pool float.
As an added reminder of TNT services, a bookmark using imagery from the campaign and outlining TNT services, was included within the mailing.
Different cultures react to branding on envelopes in different ways and in some countries it can provoke a negative response. So, to fit with a multi-cultural market, two alternative envelopes were provided, one with a tease line and one plain.
The supporting microsite was developed first in English and then localised in 26 countries. It comprised of a landing page, where visitors chose their language/country, and associated pages covering doing business with TNT.
Interesting facts were included about Europe and Asia to bring the two continents closer together. Associated pages also covered TNT services’ and Register today’.
The campaign stretched across 31 TNT networks worldwide. A total of 410,524 mailings were sent with a response rate of 5.6 per cent which generated 22,989 registrations, 4851 of which were through the microsite.
The exact budget for the campaign was difficult to calculate accurately as each market localised and printed the DM element of the campaign themselves, but the estimated total cost was around 200,000. The campaign resulted in additional revenue of 8 million demonstrating a return of 40 times the investment.
Marc Albani, TNT marketing and PR manager at IBU, says, “I have been really impressed with RCA’s planning and implementation of this recent campaign for TNT. They understood the balance needed to create a message that would have equal appeal to prospective customers as well as existing customers in East and West.
Once again, they have demonstrated their ability to produce a creative global solution that not only met our objectives but also delivered a very satisfying return on investment.”
