At STROOM , we work for a wide variety of brands, which makes our job even more fun than it already is. One of those hidden gems is GGN, a collection agency. A company with a special human campaign in a special market. They offer an online solution for late payments where customer retention and a good relationship is paramount. Below is an effective marcom case in the B2B sector.
Want to know more about BtoB or BtoC communications and related media deployment? Feel free to get in touch via Samantha Catsburg (Agency lead), Martijn Jaartsveld (Strategy Director) or an email to contact@stroom.com
Challenge:
GGN wants to grow in an existing, traditional and even shrinking debt collection market by establishing a new human standard within the debt collection industry, this should ensure a new influx of clients and make GGN the most sought after party.
Insight:
There is growing awareness that the traditional approach of debt collection and bailiffs is socially and commercially undesirable. GGN wants to elevate social debt collection to the new norm and convince clients that it also leads to a higher payment rate. However, awareness of GGN's social method is lacking.
Idea:
A campaign aimed at business audiences, in line with the new social direction, but told from the point of view of the customer in arrears. Symbolically visualized by an eye-catching point-of-view, where we watch with customers through a spy hole in their front door.
Using real employees, real examples and real solutions, we make it clear that as a business client, you achieve social and financial results, and as a customer, you do not end up in problematic debt. A decisive promise summarized in the closing payoff: GGN. Social debt collection delivers more.
Media:
A deliberate choice is made to show different examples, covering the breadth of different types of clients in arrears, types of debts and problems. Combined with the different solutions GGN has to offer. This resulted in multiple stories that were translated into short (10") TV spots, online videos and radio commercials (20"). A surprising media strategy for B-t-B. On TV and radio, two different commercials were used in the same block to reinforce the diversity of stories and GGN's personal approach and to achieve more visibility in the same block. Through a media target group analysis, linked to selectivity insights, a targeted deployment on the qualitative, public channels is chosen.
Commercial and Marketing Communications Results:
Increase in sales, inflow of corporate clients and growth in market share during the campaign months.*
A significant increase in spontaneous and assisted brand awareness of GGN within the business market was achieved. GGN thus also rose to the #1 position in terms of spontaneous awareness compared to competitors. In terms of assisted familiarity, clients have risen from place #5 to #3. Almost 2/3rds of business clients find GGN distinctive. The campaign also shows a significant effect on the desired brand values: Progressive, Innovative, Human, Socially Involved.
Conclusion:
An a-typical advertiser shows the guts to make a new noise within a traditional industry with an eye-catching and efficient campaign and with a modest budget. With a surprising media strategy in B-t-B, a great effect is realized. Deployment of short TV and radio spots and online videos lead to a significant increase in awareness, brand consideration and relevant brand values. During this period the inflow of new business clients, turnover and market share also increase. So the campaign benefits everyone: clients in arrears, clients and GGN itself.
Credits:
Account: GGN
Advertising agency: Joe Public
Media agency: STROOM
*In view of competitive sensitivities, market figures have been indexed or omitted from this article at GGN's request.