1/3Business Challenge

To take the launch of the Auris HSD (the latest addition to Toyota's range of hybrid vehicles) to a local level and provide the Network with materials to promote the new model. There is a particularly high sales target and audience concentration in the London area, so further activity was required for the capital.

2/3EMO localisation

As well as providing packs of POS and templates for press, DM and online media, we offered Centres the chance to request further activity (fuel pumps, 48/ 96 sheets, radio, search, product placement) within their catchment areas, enabling them to take the message to a new and wider audience.

London has the greatest concentration of prospective hybrid customers, so we also created a bespoke campaign for Centres in the area, in recognition of their higher sales targets.  We planned and ran a London awareness campaign for launch, including radio, digital 48 sheets (22 sites within the M25), online advertising, with the call to action leading to a London landing page.

3/3Results

4 million OTS / OTH in a 2 week period and over 300 visits direct to the London URL.  There was a peak in London Centres' website traffic during the campaign, as well as a noticeable increase in users on toyota.co.uk/aurishybrid, with London IP addresses also noted.

All London Centres are on track to achieve their Auris Hybrid sales targets for the year.

1/3Business Challenge

To produce national press ad creative, highlighting the affordability of a Toyota through AccessToyota.

2/3EMO localisation

We developed an illustrative style, in keeping with national DM.  Alongside the national creative, adapts of the ads were made available for Centres to call off at a local level along with a number of different pieces of collateral such as DM and online web banners.

3/3Results

We helped support the Toyota brand campaign with a recognisable style for the affordability message.

1/3Business Challenge

To ensure that activity carried out by the Lexus Centre network at a local level is as consistent, efficient and effective as possible.

2/3EMO localisation

We developed a central campaign programme for the network to opt in to, comprising direct mail, door drop, email and online.

Template formats are personalised to each Centre and tracked through to enquiry and sale. Prospects are mapped using a propensity model, with Centres making use of the modules best suited to their business needs.

3/3Results

Over 90% of the network took part in the programme, inspired by the consistently strong enquiry and sales levels generated by the campaigns, quarter on quarter.

1/3Business Challenge

To give prospects the chance to get behind the wheel of any vehicle in the Lexus range.

2/3EMO localisation

Seventeen stately homes and exclusive hotels across the country provided perfect locations for thirty-five premium Ride and Drive events. 

Prospects were given a unique insight into what it feels like to be a Lexus customer, enjoying a day of exhilarating motoring and impeccable customer service, while existing customers relished the opportunity to test drive other models, and be true exponents of the Lexus brand.

3/3Results

We delivered 4,000 test drives over a six week period, the events proving a success with prospects, existing customers and Centre staff alike.

"We've had a very good response from our customers, all expressing their enjoyment of the event - we know this gets passed on to family and friends."  

Steve Kelly, Lexus Hull

1/3Business Challenge

To drive footfall for an IS 250C event at Lexus Chester.

2/3EMO localisation

We designed an event format that encouraged prospects to experience the IS 250C at their local Lexus Centre.  Supporting activity included radio, press, direct mail and email, driving prospects through to an event registration page.

3/3Results

The campaign achieved target attendance levels for the event.

1/3Business Challenge

To create a regional lead generation campaign, encouraging people to stop smoking with the support of their NHS Local Stop Smoking Service, during the key 'quitting' month of January. 

2/3EMO localisation

We created a campaign that highlights the positive side of a quit attempt, with messaging focusing on making the smoker's children and family proud of their quit efforts.  Activity ran along-side national negative motivational above-the-line activity.   We used hot spot mapping to identify areas where activity would be more effective due a higher propensity to smoke. A number of channels were utilised, including Face to Face Engagement, Local Radio Advertising, outdoor advertising, door-drops, direct mail and an online campaign supported with a regional landing page.  'Hot leads' were data-captured by digital pen to facilitate prompt follow-up by text message and a 'phone call to book appointments with the local Stop Smoking Service.

3/3Results

84% of leads went through to having an appointment with their local stop smoking service.

On-line and Face-to-Face lead generation channels proved to be extremely effective with 19,564 prospective new quitters generated from Face-to-Face activity alone.

1/3Business Challenge

To encourage smokers in Gloucester to quit, through the provision of highly visible support services.

2/3EMO localisation

Working with the local PCT, we were able to create a 'smokefree shop' where smokers could come to access the local stop smoking service.  Guidance and support was provided at all stages of the process to ensure they completed their Smokefree journey.

'We have to make it as easy as possible for smokers to get the support they need, and the shop has proved a great way of doing just that. Having a presence in the High Street makes it easier for people to drop in for advice, and start their journey to becoming smoke-free'.

Gloucestershire's Director of Public Health, Dr Shona Arora

3/3Results

A higher quit rate through the shop compared to other channels and an increase in footfall of 55%

1/3Business Challenge

To test the relevance of the quitting smoking message amongst Muslims during Ramadan, while increasing motivation to quit.

2/3EMO localisation

We created a highly-targeted multi channel campaign designed to raise awareness of NHS Local Stop Smoking Services, while testing the relevance of the message and the impact of immediate referrals. 

Activity included roving experiential, door drops, PR and radio.  Materials and promotional staff were multi-lingual, depending on the location. We also liaised with mosques to heighten awareness of the campaign amongst relvant target groups, and provided direct appointment booking at pharmacies with Asian language services.

3/3Results

The campaign generated 64 immediate appointments, 137 future appointments, and a total of 528 leads for follow-up by Local Stop Smoking Services, proving itself a cost effective way of reaching a hard to engage group.

1/3Business Challenge

A Spring campaign to increase dealer footfall and sales enquiries.

2/3EMO localisation

We developed a highly targeted on and offline campaign to connect premium gardening audiences with their local STIHL dealer. 

An animated microsite promoted the competition to win a shed full of STIHL powertools while capturing respondents online, but to be in it to win it, you had to get down to your local dealer. In-store support materials were also provided to encourage entry and render the prize opportunity more immediate.

3/3Results

The campaign exceeded its objectives of footfall and sales queries.

1/3Business Challenge

A brand advertising campaign that ensures target audience 'cut through' within a heavily cluttered competitive environment.

2/3EMO localisation

A 'STIHL for every job.' An ad campaign that presents everyday gardening problems in an unexpected way, demonstrating STIHL's understanding of the need for outdoor kit that can do the business, every time, whatever the job.

Different seasonal executions were rotated in the national press, ensuring interest was maintained throughout the year, while the use of humour makes a refreshing change to the more typical benefit-led solutions that this category is accustomed to.

3/3Results

A brand campaign that reinforces STIHL's values, and product benefits, while heightening awareness of the dealer network.

1/3Business Challenge

To support Land Rover's Quarterly Sales Promotions, removing the duplication between central brand communications and local Dealer activity, while maintaining the ability to measure the success of the activity.

2/3EMO localisation

In communicating tactical offers to current owners, we obtained a central feed of data and shared it with the dealers via a secure online data portal. 

The result was a cost efficient yet high quality dealer and recipient personalised mailing programme.  With this activity, current owners receive relevant product information, with content personalised to their vehicle preferences, at a time when they're in the market to buy. 

3/3Results

The Q3 campaign achieved 3.9% conversion from mailing to sale.

1/3Business Challenge

To support the introduction of the updated Freelander 11MY vehicles.

2/3EMO localisation

We developed an integrated, multi-media campaign to target current owners and attract new prospects to the brand. 

Activity included centralised invitations to owners, SMART DoorDrop to Freelander Profile Prospects within a fifteen minute drivetime of their local Dealer, showroom POS, and regional radio combined with listen-online-website advertising.

3/3Results

Initial conversion of mailing to sale of 0.63%, with that figure expected to grow further in the run-up to the March registration period.

1/3Business Challenge

To support the launch of the XJ across the UK, with the domination of one key city.

2/3EMO localisation

We created a campaign to launch the XJ in Manchester, a city that is, after London, home to more Jaguar drivers than any other.  Activity included taxi wraps and seat-backs, collateral and branding for events in Spinningfields (Manchester's key business district), and press advertising (full pages, DPS and full wraps).

3/3Results

Activity generated a 63% increase in dealer enquiries, with the three nearest Manchester dealerships experiencing an uplift in enquiries during and after the campaign period.

1/3Business Challenge

To launch the new Alfa MiTo, and the following launch of the new MultiAir engines, Alfa Romeo needed to engage with a new, younger audience.

2/3EMO localisation

We created an integrated launch campaign, utilising a wide range of media channels including Direct Mail, Clean Graffiti and online. 

Events took the theme further with the creation of giant, interactive game based on the iconic Space Invaders. Projected on the side of buildings in nightlife hot spots of major cities, this was the first interactive gaming projection in the UK.

3/3Results

We achieved our launch sales targets.

1/3Business Challenge

To maximise the performance of the network online.

2/3EMO localisation

We created a new dealer online network with representation for every Dealer.  All product information is updated centrally, while dealers are able to update their own local sites with the latest information, news and offers.

3/3Results

A 10% increase in visitors in 2009 with average dwell time up by 15%.

1/3Business Challenge

A unique experience for Alfa Romeo Cloverleaf Club members, the track days could only be promoted to a limited audience, not the public as a whole.

2/3EMO localisation

A track day at Goodwood, open to all Cloverleaf Club members.  Members were able to drive their own cars on the historic circuit as well as sampling the rest of the range. Local activity was under taken with the local dealerships to get them talking face-to-face with Alfa Romeo customers to promote the event.

We also used this as a Cloverleaf Club recruitment drive, as some customers may not have made the step in to club membership and the track days are one of the key benefits of membership.

3/3Results

We achieved our target attendance.

1/3Business Challenge

To provide every MINI Dealer with a local website.

2/3EMO localisation

We created a Dealer website system that provides a consistent view of MINI and its vehicles at a local level.  The system provides detailed product information and pricing from a central feed, while allowing Dealers to personalise the website to their own location. Supported by a local PPC programme.

3/3Results

22.4 million unique site visits across BMW and MINI Dealer websites in 2009.

1/3Business Challenge

To provide new national and local websites.

2/3EMO localisation

On the back of the market leading system provided for BMW and MINI Dealers we created a national website for BMW Motorrad, along with local sites for each of the Dealers.

3/3Results

The site launched in November 2009, since then visits have increased by 54% and page views are now up by 94%.

1/3Business Challenge

To embed Tesco as a relevant brand for the local Pakistani and Bangladeshi community by engaging in local activities and 'giving something back' to the Oldham area. 

2/3EMO localisation

We took on title sponsorship of the 2010 Oldham Mela, one of the big four UK Melas of the year.  Activity included prepublicity on radio, TV and outdoor advertising and within local community centres and Muslim groups.  The sponsorship was advertised extensively in store and an in-store promotion linked Tesco Extra Oldham and the event directly, asking customers to 'design the perfect Mela Smoothie'. The winning recipes were served at the Mela, along with extensive sampling of snacks and drinks from the World Food Range at the Tesco marquee.  The Mela crowd exceeded 20,000 and was almost exclusively Asian.   Prospective customers were also signed up for Tesco Club Cards.

3/3Results

8,000 food and drink samples were given away throughout the day.  A traffic driving money-off coupon was distributed, achieving a massive 34% redemption.

1/3Business Challenge

To increase Tesco Extra Wembley's relevance to the local community, which is ethnically mixed with a high proportion of under privileged families.

2/3EMO localisation

We identified that a local boxing club, Stonebridge Park, was under threat of closure, so we met with the Club's organisers to find out what would help them to maintain this vital local resource.  We were then able to advise the store on exactly how they could support the club.

A donation of £8,000 was given to supply and fit a computer room into the Club, enabling the Club's organisers to widen their appeal within the community while facilitating the running of a Boxing GCSE course, developed by the Amateur Boxing Association.  The new facility offers valuable access to computers to adults in the area, for education and back to work projects.

3/3Results

Tesco Extra Wembley has further cemented its place within the local community.  The club now has a fully functioning computer room including workstations, software, a projector and chairs for ten pupils, and the course looks set to be a knock-out.

1/3Business Challenge

To ensure that mums engage with HiPP on a one-to-one basis.

2/3EMO localisation

Understanding that mums are often keen to share experiences and absorb information about pregnancy and child development, we developed a two-way online communication platform, connecting brand to customer via digital technology.

HiPP Baby Club incorporates social networking functions in the form of forums, blogs and image galleries, and offers expert advice and regular communications to its members.

3/3Results

Results have exceeded expectations, with eCRM open and click through rates averaging  50% and 55% respectively. And now with over 350,000 members (and still growing), HiPP Baby Club has become the necessary platform for word of mouth and brand advocacy.