Boomtown

Aggreko

Boomtown not only wowed the mining and manufacturing industry with this innovative direct marketing campaign but the Direct Marketing Association of South Africa (DMASA) as well. The Always On campaign won two gold awards and the overall Inkosi award at the 2011 Assegai Awards The ‘always on’ concept created widespread interest and put Aggreko on the South African map.

Background

Power outages remain a prominent issue in South Africa. Aggreko, a global leader in rental power solutions, recognized this issue and approached Boomtown to help them infiltrate the mining and manufacturing industries in the S.A. market.

The Challenge

Boomtown needed to connect with a very specific audience. A solution had to be formulated in order to cut through the clutter and communicate a very clear message to prompt a call to action. Aggreko provided Boomtown with a database of 2900 companies in the mining and manufacturing industries. It was left to Boomtown to find the right person within these companies to target. A carefully structured process was set in place so as to ensure that each package was delivered and received by the necessary contact person.

Strategy

Boomtown identified the primary target audience as the key decision makers within the top 500 electricity consumers in South Africa’s mining and manufacturing industries. These corporations would be susceptible to the threat of power cuts which would lead to a decrease in productivity for their business. Our Creatives came up with the ‘always on box’, a unique package that effectively communicated the concept and the importance of keeping a company’s power on to avoid down time. This 3 dimensional box was used to directly engage decision makers.

An extremely unique approach was undertaken with this campaign as Boomtown had to manage the entire process from building the database to setting up a call centre that followed up on every package delivery. With a clean database in place, Boomtown was able to send the package to the key decision maker. The call centre staff then followed up with each recipient to find out more about their power needs and to find out whether they were interested in speaking to an Aggreko sales representative.

Results

Boomtown clearly communicated the message Aggreko aimed at instilling, namely contact Aggreko to make sure your company’s power ‘always stays on’. 76% of the target market had not heard of Aggreko before equating to the same percentage increase in brand awareness amongst the target audience. Additionally, over 50% of respondents, agreed to setting up a meeting with an Aggreko rep which is a phenomenal response rate., Tthese results show the importance of such an extensive campaign. The Aggreko ‘Always On’ campaign has qualified for a ‘Leader Award’ at the 2011 Assegaai Award Ceremony.