Most commercially successful B2B campaign
Runner up: TNT
Agency: RCA
Campaign: World Food
TNT, one of the world’s largest express delivery companies, delivers consignments by air, road and sea in more than 200 countries. TNT considers social responsibility to be an integral part of its business and has been ranked best in class for two consecutive years in the Dow Jones Sustainability Index. TNT has been an active partner of the United Nations World Food Programme (WFP) since 2002, helping to tackle the problem of child hunger by generating new funding sources and offering delivery services.
TNT was keen to expand awareness of its corporate and social responsibility and decided to promote its work with WFP. By publicising this relationship, TNT aimed not only to help generate new business, but also raise donations and new funding sources for WFP.
Increasing disenchantment with constant charity appeals dwelling on misery and despair led to the decision to aim for a more positive, joyful response rather than one founded in guilt. Stress was laid on the positive messages and images showing happy schoolchildren from locations around the globe who had benefited from WFP. Individuals within TNT had also worked hard for WFP so images of staff involved in the aid process were also included giving the campaign a personal as well as corporate feel. The campaign aimed to demonstrate TNT’s practical help with WFP to prospects and existing customers, while TNT staff would also be excited about TNT’s work. All routes invited customers to join TNT in helping WFP further.
Three concepts were selected: ‘Help us…to help you…so we can help others’, ‘Your shipments have never mattered more’ and ‘Let’s do it together’. In order to address prospects and existing customers appropriately, each concept had two versions. While the key message remained the same, the copy changed to reflect the difference in relationship between TNT and the recipient.
The campaign was developed for use in 41 TNT countries across UK, Europe and the rest of the world so the creativity needed to be able to cross different cultures to generate additional revenue. Alternative images were provided which TNT offices in other countries could use to give their version of the DM a more local feel. In this way countries with their own child hunger issues, for example, Africa could feature images of Cambodian children. Also included as part of the campaign material was a conversion pad for the sales team, a reply card and a letter/fax back. The end product was a complete toolbox of communication which allowed each participating TNT country to create a DM campaign tailored to suit their audience that was consistent with the TNT global brand.
Prospects were offered a free TNT/WFP gift pack containing a specially designed TNT/WFP charity wrist band and a wall planner. The pack was given to all recipients who responded to the mailer by completing the reply card. By choosing to use TNT for any shipment (prospects/lapsed only) or premium shipments (existing customers) before the end of the campaign, a donation would be given to WFP. All customers were then sent a TNT/WFP ‘giving certificate’ at the end of the promotional period which outlined the contribution to WFP made on their behalf. The certificates not only allowed traders to feel good about their contribution, they also acted as an ongoing reminder of TNT, its relationship with WFP and the charity itself.
The exact budget for the direct marketing campaign was difficult to calculate accurately as each local market printed and fulfilled the DM element of the campaign themselves. The estimated total cost for agency fees, printing and fulfilment is around £230,000, while the campaign was directly responsible for generating over £12 million in additional revenue. Return on investment was therefore 52:1, excluding the lifetime value of the traders.
The added benefit was, of course, a donation to WFP. After the campaign had ended TNT presented a cheque for £140,420 to the United Nations WFP. The funds will help more than 5500 children through WFP’s school feeding projects in countries like Tanzania, Cambodia, Nicaragua, India and Indonesia.
Marc Albani, TNT marketing & PR manager of IBU, says, “I was delighted with the planning and implementation of this campaign. Sensitivity was needed in promoting the message relating to our involvement with the WFP, but that sensitivity needed to be combined that with high impact, responsive communication. RCA has demonstrated great creativity and delivered a hugely impressive ROI. I couldn’t be more pleased.”
