Customer Focussed
BP consolidated marketing activity globally to optimise its effectiveness. To deliver this objective, their Fleet Cards business introduced a new European Cards Centre of Excellence (CoE), consolidating all cards marketers into one European team.
Winning Formula
Graymatter won the account based on our clarity of strategic thinking within the Fleet sector, our ability to establish best-practice marketing strategy and technique, and our continuous improvement programme, driving a better return on marketing through our process of reviewing and refining our approach based on ongoing insights.
The overall strategy needed to address opportunities in mature markets, as well as emerging markets in Eastern Europe. As the lead agency, Graymatter was responsible for championing the transformation. The overall strategic brief covered four workstreams:
- Customer Value Propositions (CVPs): Develop a centralised messaging strategy and framework for six key segments.
- Website: Audit existing BP (and Aral) Fuel Cards websites and develop personas, user stories, a proposed site structure and SEO strategy.
- CRM: Propose improvements for e-CRM activities and central creative and processes.
- Digital Channel Strategy: Review DM channel reporting, develop a reach/demand generation strategy, and build a marketing automation framework.
What We Delivered
Our role was to work strategically with the BP European Cards CoE marketing team to deliver a centralised approach to all workstreams, also acting as a mentor to their implementation partner, Saatchi & Saatchi.
We analysed research carried out across 600 customers in key European markets to establish the lead and supporting CVPs for eight key segments in total, developing a messaging strategy and framework to support reach and targeted marketing.
We audited websites across G5 countries, measured these against our auditing framework and provided short- and long-term recommendations. Both the audits and messaging strategy enabled the team to propose a segment-driven site structure with four personas and user stories aligned to segment messaging.
The Results
This full programme of work was delivered over a period of ten months. The team developed business intelligence dashboards to report on key metrics across all 24 countries for all marketing channels, as well as a European dashboard for campaign comparison across 11 markets.
“To deliver best-in-class communications across our markets, our procurement team benchmarked our existing agencies against the best in Europe. And so, we appointed a leading B2B marketing and fleet agency, based in the UK, to support us on a strategic level.”
BP European Cards CoE
