Eurotunnel Le Shuttle is a great business but its brand awareness still lagged behind Eurostar and P&O, while the rise of low-cost airlines potentially presented a further threat. It therefore needed to take a fresh approach to its traditionally performance-based marketing strategy in favour of something more emotional that would engage customers and remind them of its brilliant product offering. Drum deduced that a more balanced approach was required for its marketing and created a 20-second TV ad extolling the benefits of driving over travelling by air or sea that also raised awareness and consideration among the target audience. Working with media agency OMD UK, Drum also established a more sophisticated use of performance marketing by including more channels, such as natural search and paid social, so that Eurotunnel had more accurate data to work from. We also introduced social media so that Eurotunnel could engage in two-way brand communications.
The campaign and new approach delivered a record-breaking year for Eurotunnel, with revenue up by five per cent and its average ROI doubling.