Purolator: Decliner Campaign
Challenge
In view of rapidly declining shipment volumes among the top tier accounts, Purolator needed to strengthen relationships with its customers and show them the value in consolidating their shipments with Purolator.
Strategy
Working closely with the FCB team and Purolator, we targeted busy C-level executives, to whom the Purolator sales representatives had limited access. We needed to warm up the target to the sales call, so we created a hard to ignore invitation to lunch. We shipped wrapped silverware sets with personalized invitation letters in Purolator envelopes, delivered by Purolator drivers. The sales representatives then followed up with calls, lunch meetings and personalized logistics solution presentations. My responsibilities included leading the strategy and briefing, as well as creative development supervision and production coordination.
Results
- 93% of customers scheduled meetings
- 87% of meetings were completed
- 56% increase in shipment volume
Olie Navrotska 