McC Marketing Case Studies.indd

CHANGING PERCEPTIONS OF
A TRADITIONAL IMAGE
Campaign: Modern Modular Buildings
Client:
Portakabin (The Shepherd Group,
Industrial Division)
Sector:
Construction
Tactics:
Creative; media; PR; digital
Visiblement, Pierre Duvalle est totalement serein
quant aux délais de livraison de ses bâtiments Portakabin...
While a familiar name, Portakabin had become synonymous with outdated
customer impressions that didn’t reflect the scope of its modern product
range. McConnells was asked to devise a creative platform for challenging
these perceptions and reposition Portakabin as a high-quality brand.
During this time – 12 years and counting – McConnells has also been
tasked with creating strategic campaigns appropriate to Portakabin’s sister
companies within The Shepherd Group.
DANS LES TEMPS, DANS LES BUDGETS PREVUS...
OU 1 SEMAINE DE LOCATION GRATUITE*
Pour en savoir plus, rendez-vous sur : www.portakabincharte.fr
ou appelez nous au 0825 46 12 34 (0,15 /mn)
Objectives
*Jusqu’à 4 semaines de location gratuites. Termes et conditions disponibles auprès de Portakabin France - ZI de Lille Templemars 8, rue de l’Epinoy - BP 20 - 59 175 Templemars
Location de bâtiments modulaires
• To change perceptions of the Portakabin brand
• To roll out strategy to other product divisions
Strategy and plan
Creative
McConnells is used as a strategic partner supporting the Shepherd Group’s in-house studio, and as creative lead on
major products. A notable achievement was the campaign to raise awareness of Portakabin in France, a territory where
it was not a known brand.
On a budget 1/10th of the market leader, McConnells devised a creative ‘Continental’-
themed campaign.
Media
The expertise of our in-house media planning department has been instrumental in securing high-profile advertising placement
in key target titles, at cost-effective rates.
Digital
McConnells has been employed as a digital consultant engaged in continual evaluation of Pay Per Click campaigns for Portastor
and Portasilo, with the objective of reducing overall Cost Per Lead through reducing Quality Score for a lower bid price, and
improving enquiry rates.
PR
McConnells is working with the Konstructa brand to achieve a share of editorial voice for its products.
Results
Portakabin remains a famous world brand – but now, with perceptions that reflect the outstanding performance of the brand.
In 2010, it was ranked 191 on the top 500 league of Business Superbrands. In France, the company is now the market leader
in modular buildings.