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TENUK
BUSINESS & CONSUMER MARKETING
ADVERTISING |
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1
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PROVE THE EFFECT OF MAINSTREAM ADVERTISING AS A RECRUITMENT TOOL FOR EUROPE'S LARGEST CONCIERGE COMPANY
NO MAYBES
We're all MAYBEs but very few of us say YES. Time famine makes us all wish for a life management service, but there just isn't the time to find one or understand that the benefits really do justify the cost.
INCITEMENT
The emotional hard sell was easy - make business people really think how wrong their work/life balance was, and realise just how much a lifestyle company could help them to redress the imbalance.
PROFITABLE EXPERIENCES
In this instance we had to create a turning point; a moment when a profitable experience of the brand would turn a MAYBE to a YES. The most powerful potential turning points were the moments when the benefits of a lifestyle company would be most appreciated.
So we created an advertising campaign to run in the British Airways 'Business Life' magazine. Hence targeting business travellers as they travelled on business - i.e. when the work/life balance was most stacked in favour of business, to the detriment of life.
Once we had arrested them, we told them all the things that Ten UK could be doing for them whilst they were away on business.
EFFECT RESULTS
A 672% return on investment. The ad recruited individual members as well as corporate memberships. And at least half of the calls or visits to the web site were made whilst the business people were travelling.
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