Best use of creative in a B2B marketing campaign - Runner up

Best use of a creative in a B2B marketing campaign

Runner up: GM UK Fleet

Agency: BMB

Campaign: 19,186

The firm wanted an eye-catching mailing campaign to target decisions makers not currently considering Vauxhall and Saab brands for their fleets. To do this the campaign needed to communicate the benefits of the new 2007 Saab range and new Vauxhall Corsa, Astravan and Vivaro. The target audience was fleet decision-makers of companies with fleets of 25 or more vehicles who did not currently consider GM products. Company acquisition decisions are driven by low whole-life costs and competitive leasing terms, while drivers will base choices on perceived brand values, specifications and benefit-in-kind taxation versus the competition.

A mailing list of 6482 companies was compiled by a specialist research agency for GM UK. BMB's experience with GM UK Fleet and its very busy target audience suggested that direct mail needs to work very hard. The mailing therefore needed to create a reaction and demand a response from the recipient. It had to become a talking point and have a ripple effect within the office. Only then could it break the ice for the planned phone follow-up encouraging fleet decision makers to book appointments with GM UK Fleet sales managers and/or register for a free three-day test drive.