We work with Design Agencies all the time, day in, day out. Sometimes we're used simply as a supplier: "we want 5,000 pens, in blue, with our client's brand on", and other times, it's a more consultative approach.
When Bournemouth based Cre8ive Wisdom invited us to come up with some original ideas for a client, they allowed us to get close to the brief, and together, we came up with a package that brought impressive results for their client.
CONQUIP – Character development
Conquip is a UK-based market leader in the sale and hire of world class handling, lifting and access equipment.
Established since 2003, Conquip provides loading platforms, concrete skips, crane attachments and forklift attachments to many of the Worlds largest construction companies and Tower Crane manufacturers and plays an essential part in many high-profile building projects, such as current works at 'The Shard' and the 'Olympic Village' in London.
As part of an initial 3-year strategic marketing program (2009 to 2012) delivered by strategic marketing agency Cre8ive Wisdom, Conquip required a memorable direct-mail campaign to further their distribution network within Europe and draw attention to their proposition in territories where the didn’t already have a presence.
The mechanism would also then form part of promotional exhibition collateral at Bauma 2010 in Munich, the Worlds largest construction industry event. The solution would have to assist in carrying the brand forward in Europe, while providing a memorable way of interacting with a new audience. It would also have to provide added value to the recipient and act as a future reminder of the brand and not just be dispensed with.
As part of the branding side of the on-going project brief, Cre8ive Wisdom developed a visual mechanism to enhance the brand in the form of an illustrated character (a working man in overalls), which could then be featured on collateral, presentations and specific campaigns, as well as being animated in the future. RT Promotions was then brought in by Cre8ive Wisdom to develop the character idea into promotional items to meet the brief.
From original sketches and rough visuals of the character idea, RT Promotions was able to suggest that the character could be further developed and refined to make it suitable for bespoke USB Memory Stick manufacture, which could be used as a memorable introduction to the brand and concept, while containing further information such as an off-line website, video and corporate presentations.
RT Promotions was then able to source a manufacturer and organise an initial number of units to be created and delivered to the agreed specification, including a 1Gb USB capacity and a pre-load of data. At the same time, RT Promotions was able to organise some high-quality coasters to further carry the branding forward, as well as a batch of Printed Pens in brand colours.
The USB character and the branded coaster was used as part of a direct mail campaign, which featured the items along with a personalised letter and invitation to meet at the Bauma show, contained within a boxed package ensuring it wouldn’t be discarded without being opened.
The USB character was then also developed into an Inflatable and integrated into the exhibition stand design by Cre8ive Wisdom, underpinning the concept and acting as a visual reminder to visitors at the show who had made their way to the stand via the invitation. The inflatable character also helped to draw visitors to the stand, where further USB characters were given out to primary new contacts, as well as the other promotional goods and collateral.
The Bauma exhibition proved to be a great success for the client. Conquip was able to directly engage with new contacts in new territories in a memorable way and establish the brand within the wider global market-place. It was also able to sign-up new distribution partners and customers as a consequence of the promotional activity and now plans to repeat the process in other territories, campaigns and exhibitions around the world, including North America, South America, North Africa, The Middle-East and Australasia.
So you see, Cre8ive Wisdom, working closely with RT Promotions, developed a range of promotional gifts that brought a return on investment, and resulted in another satisfied client for the agency.