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Teleroute - 25th anniversary

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When Teleroute asked us to create a campaign to celebrate their 25th anniversary, we didn’t want to come up with just any anniversary campaign. We looked for a way to involve employees, customers and all stakeholders.

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Teleroute - 25th anniversary

  1. 1. Teleroute 25th anniversary date
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  3. 3. Briefing Teleroute wants to celebrate its 25th anniversary and create a momentum for all stakeholders Message Externally: pan-european network with local presence in 27 countries: ‘close to you’ for 25 years now Internally: you have been the pillar of our success during these 25 years 3
  4. 4. Campaign • Not a traditional campaign: 25th anniversary = non-event • To get the attention of all our stakeholders, we need to turn our 25th anniversary into an event 4
  5. 5. The concept • 2 pillars: – The Teleroute Freight Exchange – Our local presence  The Teleroute 25th Anniversary Challenge 5
  6. 6. The challenge • 25 countries in 25 days • A reporter (Tim de Jong) will have to make the tour of Europe, making use of the Teleroute Freight Exchange Platform • For every 25 km Teleroute donates 25 euro to charity (The European Federation of Food Banks) + 25 euro per country crossed. If the challenge is met Teleroute will add a bonus of 25% of the total amount 6
  7. 7. Phases of the campaign • Internal launch: email to all Teleroute employees • Recruitment campaign to inform and ‘recruit’ customers • The Journey • Post-event 7
  8. 8. Recruitment campaign
  9. 9. Recruitment campaign • Announce the campaign to our customers • Asking them to contribute to the challenge by offering a ride to Tim • Communication tools: – DM piece – Email – Follow-up email – Online banners – Landing page 9
  10. 10. DM piece • Central item of the campaign • Has been conceived as a roadmap 10
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  13. 13. Explanation of the action + call to action 13
  14. 14. Map of Europe with pictures and statements of local Teleroute employees (10) 14
  15. 15. Email & Follow up email 15
  16. 16. Online banners 16
  17. 17. Landing page in 6 languages explaining the concept, asking customers to participate and to follow the journey on the social media (Facebook, LinkedIn, Twitter) to be kept up-to-date during the entire campaign. Customer can indicate they want to offer a ride by filling out a simple form. 17
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  19. 19. The Journey
  20. 20. The Journey • During his journey, Tim kept a blog containing: – reports of his experiences – interviews with customers – videos and pictures • Also present on the blog: • counter indicating the number of kilometers and amount for charity • integration of Google maps, indicating the different stages of the Journey • automatic feeding of Facebook fanpage, LinkedIn Group and Twitter account to keep interested customers posted 20
  21. 21. Blog 21
  22. 22. Adventure of the day 22
  23. 23. Customer of the day 23
  24. 24. Facebook 24
  25. 25. LinkedIn 25
  26. 26. Twitter 26
  27. 27. Youtube 27
  28. 28. Flickr 28
  29. 29. The Results!
  30. 30. 5.489 visits 14.074 Pageviews 30
  31. 31. 3.869 Unique Visitors 31
  32. 32. 3.843 new visitors 1.646 returning visitors (=30%) 32
  33. 33. Avg. time on site: 00:01:53 Avg. time on blog: 00:02:29 33
  34. 34. 33 rides offered by clients 34
  35. 35. Top 10 visiting countries 35
  36. 36. Top 10 Traffic sources 37% of all traffic comes from referring sites (= buzz) 36
  37. 37. 131 people followed the blog via social networks 37
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