McC Marketing Case Studies.indd
Transcription
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 While a familiar name, Portakabin had become synonymous with outdated customer impressions that didn’t reflect the scope of its modern product range.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.