Experian

Services: Press advertising, Digital display advertising, Outdoor, Leaflet distribution, Campaign planning

Situation

bcsAgency was a roster agency for Experian for 10 years, having originally provided marketing communications to the information and data giant when it was still called CCN. From literature design and the implementation of the name change from CCN to Experian, to multiple integrated campaigns both on and offline (to sectors including automotive, direct marketing, banking and finance), bcsAgency worked across the UK, Europe and the Far East to promote Experian’s ever-expanding range of services.

 

Task

Experian had a strong name in the home shopping catalogue sector from its previous owner GUS (General Universal Stores) but was looking to introduce a pooling data product offering. bcsAgency was therefore deployed to create a print-driven direct marketing campaign to communicate the benefits of being part of the pool data offering, which was given the product name of Club Canvasse.

 

Action

Research showed that marketers in the home shopping catalogue sector were continually mailed with data offerings. Therefore our strategy was to create a piece that had a powerful, resonating message and enjoyed strong “stand out” factor when it landed on desks.

Our “pizza” concept was the perfect visual metaphor for the way one could add ingredients (data appendices). It also highlighted the idea that as you added to the data pool, you could take out a different “slice” of the data to deploy new marketing activity. In addition, with the mailing actually being the size and shape of a pizza, the follow-up calls from Experian were warmly received.

 

Result

Due to client confidentiality, actual results on this campaign cannot be provided. However, consider that the campaign was repeated on several occasions by a very happy client.