WEX Europe Services’ personalised marketing campaign triumphs at B2B Brave Awards
15th November 2017
WEX Europe Services, owner and supplier of the Esso Card™ across Europe, is thrilled to announce that its BP reciprocity marketing campaign has won the Best Use of Personalisation prize during the Drum B2B Brave Awards 2017.
Awarded directly to WEX Europe Services’ creative agency, Lesniak Swann, the accolade was earned following the success of its ‘Never Lose Your Bearings!’ campaign.
Following a reciprocity agreement reached between Esso Petroleum Company, Limited and BP Oil UK Limited in March 2017, WEX Europe Services’ customers now have access to 40% of UK forecourts and can use their Esso Card™ to pay for fuel at all participating Esso, Shell and BP service stations.
In a bid to create new relationships after the deal was struck, WEX Europe Services employed the services of Lesniak Swann. The pair combined to design a personalised strategy.
Aimed at companies running the 100 largest fleets across the UK, the ‘Never Lose Your Bearings!’ campaign allowed potential customers to ‘find their bearings’ by discovering one of the largest fuel networks in the UK.
Firstly, every one of those companies received an e-mail to build curiosity and interest, which was then followed by direct mail, personalised landing pages and contact from a dedicated account manager. Each prospect also received a map, which showed the location of each Esso Card™ accepted forecourt.
Also included was a personally-engraved compass, which was inscribed with the Esso Card™, the prospect’s name and details of their future WEX Europe Services account manager.
WEX Europe Services Marketing Campaign Manager, Kerry Thorley, said: “We approached Lesniak Swann because we wanted an agency that could help us to run a sophisticated, multi-touch point pipeline campaign in the UK. As part of the campaign we wanted to use personalised URLs, and they came back with some great ideas on how we could include personalisation to boost the prospects experience, such as pre-filled forms and personalised greetings and content.
“So far, the result has been an increase in knowledge about these important prospects. This is helping us to build pipeline and to take the next steps of a lead-nurturing campaign.”
The Drum, one of Europe’s largest marketing websites thanks to more than one-and-a-half million page views per month, celebrates B2B’s ‘bravest champions’ by rewarding brands, like WEX Europe Services and Lesniak Swann, for their marketing strategies.
Nominations are accepted from companies around the globe and are judged by a panel packed full of B2B industry knowledge, who are scouring those listed to find the best in terms of creativity, effectiveness, return on investment and commercial results.
This year’s winners were announced in the Edison Ballroom, New York, with the ceremony held on the 4th October.