Concur deepens brand consideration with launch of integrated year-long campaign
4 April, 2017
Concur, the leader in employee spend management, today announces the launch of a year-long multi-channel campaign targeting UK businesses named “Conscious Interaction.” The activity has been created and delivered by Maxus For Business, the specialist B2B division of Maxus UK. The multi-pronged activity leverages the personal nature of event marketing across radio, digital/mobile display, digital audio, OOH and social. The campaign is highly targeted, executing around key business districts, environments and events.
A vital part of the activity involves Concur’s fleet of branded taxis offering free
journeys between eight and nine AM, or to and from key events. When no events are taking place, the taxis will start the free passenger hour from strategically important business locations such as Canary Wharf and Old Street. Mesh technology is being used to deliver free WiFi, with a branded landing page within the taxis – a media first, not only for a B2B client. During their journey, people will be exposed to the radio activity which has been increased for London on relevant stations.
As the central campaign is focused on strengthening engagement at key events, such as Accountex, the Concur message is amplified further utilising DAX dynamic audio. DAX serves unique ads to each consumer, informing them of the nearest relevant event to them based on their location – another media first.
All event locations are ring-fenced and our audience (isolated through mobile data targeting) are served Concur-related content after attending.
Jenny Thornton, Director of Field Marketing at Concur, said: “Our target audience of SME decision-makers are incredibly busy and always on the go, thinking about how to save the business money and prepare for growth. This campaign shows how Concur makes life easier by removing process headaches for them as well as their business travellers.”
Katy Halewood, Head of Maxus for Business, said: “Quality interaction is what makes this campaign unique and its multi-touchpoint nature allows Concur’s team of experts to connect in real-time with their target audience.”
The core campaign was developed alongside Kinetic and Ubiquitous, two key partners in OOH strategy and execution.
Maxus for Business works with Concur in the UK and throughout Scandinavia.
About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 300 staff. It is now a top ten UK agency, billing upwards of £400 million.
Maxus UK clients include L’Oréal, BT/EE, Barclays, Associated British Foods, npower and Avis Budget. It was named Agency of the Year at the 2014 Media Week Awards and was ranked the highest agency of any discipline in The Sunday Times Best 100 Companies to Work For list in 2017.
Maxus UK has pledged its commitment to the IPA’s Make The Leap
campaign, supporting four diversity and equality goals, including aiming for 40% representation of women in senior management roles by 2020.
Maxus UK is part of the Maxus Global network, which employs over 3,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. For more information, visit www.maxusglobal.co.uk
Maxus is part of GroupM, the world’s largest media investment management group, responsible for nearly one-third of all media investment worldwide and serving as parent company for all of WPP’s media agencies.
GroupM, part of WPP, is the leading global media investment management operation serving as the parent company to WPP media agencies including Mindshare, MEC, MediaCom and Maxus, each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people. Discover more about GroupM at www.groupm.com
For more than two decades, Concur, an SAP company, has taken companies of all sizes and stages beyond automation to a completely connected spend management solution encompassing travel, expense, invoice, compliance and risk. Concur’s global expertise and industry-leading innovation keep its customers a step ahead with time-saving tools, leading-edge technology and connected data, in a dynamic ecosystem of diverse partners and applications. User-friendly and business-ready, Concur unlocks powerful insights that help businesses reduce complexity and see spending clearly, so they can manage it proactively. Learn more at concur.co.uk
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