Direct response marketing agency, Wunderman SA has got the finest industrial engineering and supply chain management minds in the country putting their thinking caps on with its recent campaign for Barloworld Logistics.
The brief was to move the brand identity from its market-leading corporate positioning to one that focused more on the brand’s innovation, intellectual capital, agility and commitment to solving logistics problems.
Targeting an intellectually sophisticated client base, Wunderman developed a print campaign using brainteaser puzzles to challenge the readers. Some were chosen for their broad and generic appeal, whilst others were tailored to meet a specific sector such as mining or shipping. Whether readers thought they’d solved the problem or not, they still had to contact Barloworld Logistics for confirmation or the correct answer.
The campaign elicited a high degree of senior executive interest and has generated significant response, clearly indicating that it has pushed the right buttons in its complex and technical target market. Kate Stubbs, General Manager Marketing: Barloworld Logistics says, “The understanding of logistics and supply chain management can often be obscured by jargon. This campaign was a clever way of demonstrating that logistics is really just about logical thinking and problem-solving – and Wunderman managed to do it in an original, fun and innovative way for our brand.”
Debi Loftie-Eaton, Managing Director of Wunderman says, “Some of the target audience have taken the challenge very seriously and have gone as far as submitting their own puzzles to Barloworld Logistics to be included in the campaign. One even asked for a copy of a specific puzzle to pass onto his children’s schoolteacher to test her grey matter.”
Stubbs adds, “This campaign has generated a large amount of direct response for my brand. We’ve successfully boosted brand awareness and enquiries, as well as differentiated ourselves in this competitive market. We look forward to seeing a continued interest throughout the rest of the campaign period.”
The campaign was launched in April 2009 and is scheduled to come to an end in April next year.
