Right, this one is a beauty even if I say so myself. It looks great, won awards and was incredibly effective, which is pretty much the gold standard when it comes this kind of thing really isn't it?

So, what do you do when your brand is getting an absolute beating in the press due to delays caused by asylum seekers sneaking aboard your trains?

Well, we could change the name I guess?...

What we actually did was a rebrand and long term strategy change that included OOH, a new TVC, some seasonal sponsorship idents and something called DCO (Digital Creative Optimisation) which is kind of like what industry people currently refer to as Programatic, but smarter.

...and what does all that mean? Well the short version is:

In a market that was in decline, we managed to completely buck the trend and not only did sales go up, but we also nicked market share from the competition.

This resulted in EuroTunnel's best ever financial year to that date.

Now at this point you can either skip to the pretty films, or if you like numbers then boy howdy are you in for a treat cause here comes the science bit:

Consideration rose from 44% to 51% - a 16% uplift from pre-campaign and the highest level in 19 months.

Perception of ‘ease’ of using the service, and ‘speed' (the two most important drivers of choice in the category) rose to the highest level the brand has ever recorded on both metrics.

Growth in 7 out of the 8 key brand metrics outperformed all competitors across the campaign period.

Advertising recall of the brand's TV ads reached their highest level in 3 years.

2.1% increase in market share vs total market fall of 0.9% volume.

CTR doubled (and at one point, tripled) and DCO Delivered an unprecedented 286% lift in conversion rates and a 10% rise in average order value for Eurotunnel.

Campaign saw revenue increased by 5% - double their average ROI.
 

Dir. Colin Hesterly at Not To Scale.

Awards:

IPA Effectiveness Award.

Campaign Media Awards: Bloomberg Data & Creativity Award.