December 2012

Lafarge

Take a closer look…

19/12/12

Lafarge Aggregates and Concrete UK – part of Lafarge, world leaders in construction materials, wanted to promote the key features of their Readymix division’s concrete products within the building industry. So we designed a concept to be applied to a suite of adverts to go into various building and industrial magazines and online banners. Our design encouraged potential clients, through the use of strong imagery, to ‘take a closer look’ at each of the products’ key features and benefits including agility, aesthetics, versatility, permeability and strength. The adverts were so successful we also applied them to chocolate advent calendars for the festive season!

Hydromedia_95x128 PATHS HR

Heathrow Airport

What would you swap yours for?

13/12/12

During the sporting summer an integrated marketing campaign encouraged 2,500 Heathrow employees to suspend their car park pass for two months, enabling the airport to prepare for an unprecedented increase in staff levels and to reduce the pressure on staff car parks.

Creative Triangle worked with Heathrow Commuter, part of the airport’s sustainable transport team, to create a simple and effective campaign that could convince Heathrow employees to choose an alternative way to travel to work. The ‘Car Park Pass Swap’ – a scheme through which staff could suspend their car park pass for two months in return for £200 worth of fuel, a £200 cycle voucher, a Heathrow Travelcard for the bus network or a zones 3–6 Oyster card for the London Underground was the basis of the marketing campaign. The communications strategy was based on the support of multiple stakeholders and communications channels across the many companies based at the airport. Using multiple mediums such as posters, leaflets, adverts for external and internal newsletters, the airport newspaper to support a monthly column, as well as the Heathrow Commuter website, outdoor advertising at car park bus stops, direct mail and emails.

The campaign was able to achieve maximum awareness, consideration and ultimately a conversion to scheme members, with a simple graphic of ‘Car Park Pass Swap’ which creatively provided a visual thread throughout all the reiterations of the campaign posters (we extended the scheme closure date twice), multiple emails to existing employee member driven databases and eventually a ‘recommend a friend’ competition which provided just under 10% of the overall successful applications.

Over 4,500 employees applied for the Car Park Pass Swap scheme and just under 2,500 car park passes were suspended meeting Heathrow Commuter’s target and keeping staff car park capacity stable during the sporting summer.

Business man