Effectiveness 08 - Marketing Week

55 MWEA_BOTN_CD_AND_BS_p55_AA:Layout 1 3/10/08 17:03 Page 93CONSUMER DURABLESCOMMENDEDLittle Dads campaignVauxhall Meriva and ZafiraGeneral MotorsBUSINESS SERVICES & UTILITIESCOMMENDEDBusiness Stream relaunchBusiness StreamA Scottish Water CompanyVauxhall’s challenge was to maintain share for Meriva and Zafira in adeclining market, and bundle two models in one advertising budget.The Little Dads campaign embedded the cars’ features in a portrait offamily life. Zafira not only increased volume in a slowing market from 7.97%in 2006 to 9.46% in 2007, but it did so with price increases, delivering£6.2m of extra revenue when other monocabs lost revenue.It did this while sharing an ad budget with Meriva, meaning only half thebudget, around £4m, was devoted to Zafira.Taking these two brands together as “Vauxhall Family Cars”, as the twocars share media space and budgets, Vauxhall is the most successful familycar brand in the UK in 2007 in volume share terms.Business Stream retained existing customers when the water supply marketwas opened up through rebranding, defining every detail of the brand andapplying this to every aspect of the company.A PR campaign and an internal launch to staff helped to raise awarenessamong key audiences.Prior to competition, customers were not differentiated between and wereall treated the same. Business Stream believes that every business shouldreceive a service that suits them.New customer-focused services are planned for the next twelve months,including online payment services to all customers; discount for customerspaying via Direct Debit; monthly electronic-statement billing for multi-sitecustomers, and closer working with commercial property developers to easethe process of new water connections for business customers.The unparalleled shift in brand awareness from 0% to 18% within 4 monthswas achieved on a promotional spend of only 0.2% of revenue.SHORTLISTBRANDCOMPANYBarclays Commercial BankBarclaysThe 10th Annual Marketing Week Effectiveness Awards 93