About TNT
“Importing with TNT has never been faster, easier or with the customer more in control.
We have the leading edge in the industry, and it is right that we back the service
with a high visibility campaign” Soren Hoegh, director of product management and development, TNT Express
Importing is a lucrative and expanding sector within the global Courier market. Historically, TNT Express had not focused their marketing attentions in this area. However, during 2009, the completion of substantial improvements to their online systems plus major developments to their global-road-air network meant that the brand was now in a position to go to market with a leading Import proposition.
Doing so would demand a campaign which would launch this offering and raise awareness of its import capabilities for prospective and existing customers worldwide. The major attributes on offer from TNT’s Express Import service – global network capability, control and ease of use were underpinned by the Company’s heritage in this sector – expertise, security and professionalism.
Delivering this multi-faceted message simultaneously to many different markets demanded one consistent positioning. Thus offering uniformity and consistency: A single-minded proposition to all target audience groups across the world.
The product
Every Express customer (whether importing or exporting) needs to know that their package will arrive on time, in perfect condition.
The ‘pain points’ of importing normally arise when businesses purchase a product which is shipped using the supplier’s choice of transport provider (e.g. they sub-contract the collection). This leaves the recipient without control or reassurance that the process will go smoothly.
TNT’s Express Import service was different in that it offered a door to door TNT collection and an online tool which empowered their customer.
For the first time, the customer was able to monitor and control the whole process, start to finish, safe in the knowledge that their trusted supplier is taking full responsibility.
Plus, a range of products afforded flexibility with a choice of deadlines and budgets. In short, this offering allowed the customer to ‘Take control’ with TNT. Whether they import one item or one hundred, across regions or continents; this meant accountability, less stress and a better working day.
The campaign
From our starting point of ‘taking control’ TNT interrogated routes which would put the customer at the heart of its campaign.
TNT wanted to demonstrate empathy – that it understood the significance of the service on offer to businesses.
And so was born TNT’s conductor. The ultimate orchestrator of numerous complex elements, with one precise, symphonic result.
To bring the idea to life, TNT’s conductor is seen orchestrating his import shipment, from collection to delivery. A metaphor for the customer, demonstrating that they too can take control, every step of the way.
This character organically became the narrator of TNT’s proposition and would lead all integrated communications throughout the marketing mix.
Direct Mail took the form of a sound card mailer playing Vivaldi’s Four Seasons. This music also provided the soundtrack to an online film which was shown throughout the all international campaign websites.
A gatefold DM piece contained the creative elements of the sound card mailer whilst satisfying a fundamental need for mass production and reducing the limitations of the campaign in a global environment. This provided the clients, at a localised level, the benefit of choice.
Throughout all communications, phrases such as ‘a shipping symphony’ helped to achieve creative cohesion.
Art direction was in-keeping with TNT brand guidelines, using orange and white to create a fresh and clean looking mailer which is instantly recognisable as TNT. This achieved consistency for the brand worldwide but also pushed the corporate boundaries to achieve something unique, contemporary and fresh.
Creative suitability
A number of objectives were achieved through this creative execution;
- Clear communication of the proposition, creating differentiation from competitors through a unique positioning
- Engagement for the customer through a mailer which appealed to various senses, with entertaining and captivating visuals which could work in a global community
- Clear information which demonstrated that TNT’s offering is simple and straightforward
- Increased awareness of the TNT global infrastructure which facilitated the import transportation system
- Increased use of TNT’s online Express Import tool
- Strong communication of the expertise of TNT and the value they add, business-to-business
TNT Express marketing director, Andrew Huestis, describes the campaign as “…a perfect visualisation of how TNT puts its customers first and of how they will be able to orchestrate for themselves the receipt of shipments from abroad”
Global appeal
A critical consideration was the limitations of producing a campaign in multiple languages, whilst also developing a concept that would motivate the TNT offices in countries/territories across the world.
Language could not be based on puns or other linguistic techniques; the imperative ‘take control’ leaves little room for misinterpretation.
A simple flow chart was designed to show how the TNT service works, step by step, in the most succinct way possible. 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 control. This means the concept can travel well without encountering limitations of culture and language. Furthermore, classical music represents quality and heritage world wide – it is a genre with worldwide-appeal.
The track was researched to provide the feeling of motion/transit and which builds to a dramatic ‘crescendo’. TNT also had to be mindful of historical and social sensitivities in order not to offend.
Our choice – Vivaldi’s Four Seasons delivered all of these needs and is a well known, upbeat piece of ‘programme’ music which is capable of evoking something ‘extra musical’. A perfect choice for a campaign with worldwide appeal.
The popularity of the campaign is explained by Rani Nugraha, marketing executive, TNT Express: “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% – 36% higher than targeted, even in mature markets such as the UK”.
The successes to date
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.
Secondly through external TNT customers – the success of the campaign through increased awareness, sales and revenue:
Presently, over 1,035,617 mail pieces have been dispatched with a response rate of 8.3 per cent.
The supporting microsite was produced in 44 languages with over 22,056 visits, a bounce rate of only 1 per cent and over 13,900 data entries recorded in the campaign period.
These results indicate that the 360° approach for this campaign successfully raised awareness of TNT?s import service and the consistent message appealed to customers worldwide, leading to increased service uptake.
