438 orchestrates international B2B success

By on December 2, 2010

Knutsford-based 438 Marketing has scooped the coveted ‘Best International Campaign’ award for its work with TNT Express at the 2010 B2B Marketing Awards.

The agency was presented the award by musical funny man Tim Minchin in front of over 700 guests at an awards dinner held at the Honourable Artillery Company (HAC) last week.

The winning campaign, “Take Control”, promoted the benefits worldwide of TNT’s Express Import Services.

TNT’s brief asked to convey a depth of understanding of the significance of their service offering, plus promote the benefits of their online tracking facilities.

And so our conductor was born: the ultimate orchestrator of numerous complex elements, with one precise, symphonic result.

The conductor became the narrator of the whole campaign, leading all integrated communications to the tune of Vivaldi’s Four Seasons.

Adopted by over 60 countries and translated into more than 44 languages, “Take Control” has become recognised by Freight and Logistics Managers worldwide.

Rani Nugraha, Marketing Executive at TNT Express Head Office, outlined the success of the campaign:

“We’re delighted to have as powerful a proposition as “Take Control”. Our revenues from Imports have increased worldwide by as much as 56% directly as a result of the campaign. That’s much higher than targeted, even in mature markets such as the UK”.

Agency head Paul Keen commented.

“The award is a huge pat on the back for our team. It recognises the partnership between client and agency and is testament to the hard work and talent of both parties”.

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