Best B2B lead generation campaign - Highly commended

Best B2B lead generation campaign

Highly commended: TNT

Agency: RCA

Campaign: China

TNT, one of the world's largest express delivery companies, delivers consignments by air, road and sea in more than 200 countries. According to TNT's latest customer loyalty measurement survey, however, customers believed that TNT was primarily a European company and lacked experience to deliver to other parts of the world.

TNT has had a presence in China for 18 years and continues to invest in the Chinese market. To emphasise the firm's global experience, a campaign to promote awareness of TNT's work in China was developed. The focus on China would also imply by association that TNT has experience in handling other emerging markets such as India and South East Asia. The campaign aimed to show prospects and existing customers that TNT's expertise was greater than they perceived, while TNT staff would be motivated about TNT opportunities. Initially the campaign was in English and later translated as necessary as it rolled out across TNT's offices around the world.