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.

1. Teleroute 25th anniversary
date

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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
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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
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5. The concept
• 2 pillars:
– The Teleroute Freight Exchange
– Our local presence

The Teleroute 25th Anniversary Challenge
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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
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7. Phases of the campaign
• Internal launch: email to all Teleroute employees
• Recruitment campaign to inform and ‘recruit’ customers
• The Journey
• Post-event
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8. Recruitment campaign

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
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10. DM piece
• Central item of the campaign
• Has been conceived as a roadmap
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13. Explanation of the
action + call to action
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14. Map of Europe with pictures and
statements of local Teleroute
employees (10)
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15. Email & Follow up email
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16. Online banners
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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.
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19. The Journey

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
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21. Blog
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22. Adventure of the day
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23. Customer of the day
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24. Facebook
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25. LinkedIn
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26. Twitter
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27. Youtube
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28. Flickr
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29. The Results!

30. 5.489 visits
14.074 Pageviews
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31. 3.869 Unique Visitors
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32. 3.843 new visitors
1.646 returning visitors (=30%)
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33. Avg. time on site: 00:01:53
Avg. time on blog: 00:02:29
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34. 33 rides offered by clients
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35. Top 10 visiting countries
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36. Top 10 Traffic sources
37% of all traffic comes from referring sites (= buzz)
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37. 131 people followed the blog via
social networks
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