Using insight to inform a scary
alternative to product and price.
Impressions and engagements across LinkedIn and Twitter.
Increase in leads.
DRUM Marketing awards, Marketing Society Brave nomination
“Is your fleet giving you nightmares?”
Then talk to VWFS | Fleet for peace of mind and sweet dreams.
It’s not what you’d expect from the UK’s second largest fleet provider – but that was the point. ‘Monsters’ disrupted the sector by selling the problem to be solved, not the product.
We conducted wide ranging and authoritative research with 403 Fleet Managers to ascertain their needs and found they commonly use a 4M principle when evaluating providers focusing on Metal, Mileage, Metrics or Money. This insight also highlighted that service was a common frustration leaving the deal as the differentiator.
Knowing the decision making criteria and where frustrations lay informed an approach that didn’t use price or product – arguably the biggest psychological cues to ensure prospects engage with a campaign – focusing instead on four CVPs; Premium Service, Value, Peace of Mind and Simplicity.
To promote these CVPs the creative centred on the emotional side of decision making – on articulating the worries that kept decision makers awake at night. Given that nothing ruins a good nights sleep better than a nightmare we created monsters for every FDM concern – from myopic margin masticating minotaurs to bedroom bothering BiK incredible bulks.
And the results?
Almost as monstrous as the campaign, with all KPIs exceeded within surprisingly short timescales.
"As a client, it has been an absolute dream of a campaign to manage and I couldn’t be happier with what we’ve achieved."Hazel Flanagan | Digital Marketing Specialist | Volkswagen Financial Services (UK).