The campaign was responsible for more than 100 telephone calls and emails.
The campaign website was visited by more than 500 individuals, or 20 percent
of the target audience.
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Case Studies
Cox and Plant
Cox and Plant is an independent manufacturer of conveyors and related products for the food, pharmaceutical and other markets, positioned by quality, customer care and innovation.
Leader developed the “A Difference You Can Sense” campaign, a campaign which used the senses of hearing, tasting, touching, seeing and smelling to underline some of the core Cox and Plant values – quality, technology, and traditional values and, throughout the whole process, humour.
Leader rolled the campaign out over five months. A micro site served as the hub of the campaign, with all activity designed to drive visitors to this one location for information. A database was developed from existing Cox and Plant contacts, including 500 key targets and 2,000 secondary targets.
A series of creative mailers were developed and sent over five months to the key targets – email versions were prepared and issued to all 2,500 targets. Humour and interest were maintained throughout, with earplugs, magnifying glasses, funny recipe cards and sandpaper / toilet paper among the mailer items.
Press releases were generated based on the themes arising from the campaign, and forward features were monitored to secure opportunities for further tie-ins.
The campaign was measured throughout by the number of direct responses to client, by website hit rates and careful collation of anecdotal feedback.
The campaign was responsible for more than 100 telephone calls and emails. The campaign website was visited by more than 500 individuals, or 20 percent of the target audience. A constant theme throughout all the feedback was the relevance and impact of the creative themes, with one key decision maker described as “informative, interesting and funny.”
Business development director Andy Cox said: “Cox and Plant is very different to its competitors, and what has been so great about this campaign is that it has managed to really get that difference across. Creatively the campaign has reflected the personality of the company, and the results have been excellent.”
