Most commercially successful B2B campaign 2007 - Runner up

Most commercially successful B2B campaign

Runner up: TNT
Agency: RCA
Campaign: World Food

TNT, one of the world's largest express delivery companies, delivers consignments by air, road and sea in more than 200 countries. TNT considers social responsibility to be an integral part of its business and has been ranked best in class for two consecutive years in the Dow Jones Sustainability Index. TNT has been an active partner of the United Nations World Food Programme (WFP) since 2002, helping to tackle the problem of child hunger by generating new funding sources and offering delivery services.

TNT was keen to expand awareness of its corporate and social responsibility and decided to promote its work with WFP. By publicising this relationship, TNT aimed not only to help generate new business, but also raise donations and new funding sources for WFP.

Increasing disenchantment with constant charity appeals dwelling on misery and despair led to the decision to aim for a more positive, joyful response rather than one founded in guilt. Stress was laid on the positive messages and images showing happy schoolchildren from locations around the globe who had benefited from WFP. Individuals within TNT had also worked hard for WFP so images of staff involved in the aid process were also included giving the campaign a personal as well as corporate feel. The campaign aimed to demonstrate TNT's practical help with WFP to prospects and existing customers, while TNT staff would also be excited about TNT's work. All routes invited customers to join TNT in helping WFP further.