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Why struggle through winter, when you could power through winter?

The background story

Speedy Services provide the UK’s largest range of hire equipment and tools, together with an industry-leading offer of specialist training and technical support. So who better to champion the nation’s builders, tradesmen and site managers, and help them to thrive during the cold, wet and dark winter months?

Speedy were looking for a winter-long campaign to reach out to small and medium sized construction businesses – the backbone of the British construction industry.

Built around lighting, heating and power generation, the activity needed to demonstrate Speedy’s commitment to the sector, provide genuinely valuable information and advice, and of course encourage enquiry and equipment hire through the branch network.

What did Fox do?

We created, planned and implemented a fully integrated programme of internal and end-user and media comms, running from the end of October until March, with the flexibility to respond to changing conditions and events – such as the extreme wet weather and flooding.

Our message was designed to be positive, and yes, empowering. So we created the Power through Winter umbrella theme, with a core set of graphics and headlines designed to demonstrate how Speedy can help customers to stay warm, dry and fully productive – whatever the weather.

Activity revolved around a campaign microsite, featuring relevant products and services, continually updated blog content, information and advice, training options, depot search and contact details.

Awareness and traffic was generated by a mix of in-branch display, online marketing including PPC, retargeting and social media. Targeted email was central to the strategy, running throughout the winter months with a combination of pre-scheduled messages and ‘emergency’ bulletins.

What happened?

Power through Winter has played a vital role in cementing relationships with a valuable part of the Speedy customer-base – providing a regular flow of useful information, helping to motivate depot teams, and encouraging conversation and enquiry: unique website visitor numbers exceeded target; there were over 20,000 customer interactions, and hire volumes on selected equipment showed significant growth.

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