MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Marketing teamwork

Thorntons
Thorntons

WINNER Thorntons

Chocolate company Thorntons chose to involve its entire business in the marketing activity around its 100th birthday celebrations in 2011. The firm wanted to use the centenary to inject wonder and fun into the brand, raising staff morale as well as promoting the brand to new and lapsed customers.

A core 'Centenary Dream Team' of four staff worked together for 18 months on top of their day jobs to create an exciting itinerary for the year. This included cross-country cycling, robotic chocolatiers, one hundred 'Golden Keys' hidden in chocolate and making the world's largest bar of chocolate.

Teamwork, both internally and with agencies, was a key success factor. All head office staff, store colleagues and factory workers were asked what they would like to see the business do to celebrate 100 years. One factory worker wanted to create the world's largest bar of chocolate, which involved 50 staff volunteers and resulted in media coverage with an advertising value equivalent of £800,000.

An employee challenge found five staff volunteers to cycle across the country, visiting 100 Thorntons stores and raising money for the NSPCC en route. The coverage had an advertising value equivalent of £100,000. Experiential activity driving sales and footfall included a Chocolate Kabin in five UK cities, and the Thorntons Live Mechanical Chocolatier, a human statue, in 22 UK locations, while 100 Golden Keys hidden in chocolate bars unlocked a visit to the Thornton's chocolate factory. Judges called it a great example of teamwork that enthused the entire staff.

HIGHLY COMMENDED

British Gas (Agency: CHI & Partners)

When prices rose in winter 2010 British Gas needed to stem customer churn. A tie-up with loyalty scheme Nectar was positioned as a thank you to customers, and aimed to drive awareness and sign-up. It also tried to improve customer relationships.

The initial idea came from a small team of planners, while a wider marketing-led team worked closely with Nectar to realise the campaign. The team galvanised British Gas' 30,000-strong workforce around their cause, with engineers delivering a personal thank you to customers with the help of promotional material.

Four engineers starred in the campaign's adverts. The campaign reduced churn by 5% and delivered a return on investment of £2.54 for every £1 spent. The approach to team working and staff engagement has become a blueprint for further campaigns.

ALSO SHORTLISTED FOR MARKETING TEAMWORK

  • McFlurry (McDonald's), Coming together to take McFlurry on a summer tour
  • Hiscox, Project Aphrodite

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers