Project objective

How can Eurocamp create stronger customer loyalty, reinforce its brand values – and cross-sell new destinations to a growing range of customer segments? By creating bespoke customer magazines for those segments and communicating the fact that, ‘with Eurocamp, it’s all in the experience’.

What we did

The challenge was to get more Eurocampers to make the most of their next holiday experience and try something new. So we introduced a customer magazine into their marketing communications mix. Its proposition, name and content were reflective of Eurocamp’s brand values and its creative design and magazine content were consistent with their other communications.

The Black Hole planned and wrote all the features, so that half the content was generic and the other half appealed to either couples or families. And to create more empathy we designed different front covers for each audience.

This creative strategy allows Eurocamp to promote the right destinations to couples holidaying off-peak, and others to families taking a summer break in the school holidays. It also helped to keep the Eurocamp experience front of mind with customers.

Project objective

During the Cheltenham Festival over £500m exchanges hands over a 4 day racing spectacle. William Hill, the UK’s home of betting, wanted us to create a customer communication programme to get more customers to place more bets within the Festival period whilst increasing the stake value.

What we did

By examining recency, frequency and value segments in the customer database, we identified five core customer groups, whose betting behaviour and motivations were very different. They ranged from ‘top spenders’ who bet large amounts on a weekly basis through to dormant or lapsed customers who placed infrequent bets each month. 

Customers placing bigger bets, more often were highly knowledgeable about horse racing and they did a significant amount of research before placing high value bets – these customers were motivated by knowledge that would give them the inside track and improve their odds of winning. Dormant and lapsed customers were more likely to be motivated by offers and free bets.

We then devised a communication programme that tapped into this insight and targeted each customer with the right message and offer. All customer groups then went on to place more bets with William Hill on the Cheltenham Festival, the highlight of the jump racing season. 

Project objective

The challenge was to generate new leads from a direct mail campaign, with a return of at least £16.50 per £1 invested in the marketing.

What we did

Parcelforce Worldwide operates in a highly competitive B2B market with little or no brand loyalty and a general reliance on differentiation by price. Their loyal customers needed to know their deliveries are in safe hands because their businesses depend on it. But, after working closely with their marketing team, we identified that Parcelforce could differentiate itself on the basis of strong service and created the proposition that Parcelforce Worldwide’s main product was its cast-iron promise to its customers.

We worked with Parcelforce Worldwide to develop a proposition that set it apart from the competition in a believable way. Two very different incentives were tested to encourage enquiries; a holiday prize draw and a donation to charity, each built around a two-stage campaign with recipients self-qualifying for a call back by completing and returning a form either on paper or online.