Member Article

Concur deepens brand consideration with launch of integrated year-long campaign

Concur, the leader in employee spend management, today launches 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.

This was posted in Bdaily's Members' News section by Alex Sampson .