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WEX Europe Services (WES) are a relatively new entity in the European market but WEX Inc. (a key shareholder in WES) has a strong heritage of providing financial services and telematics products for the automotive sector in the US. Having recently purchased the Esso Card™ European book they needed to promote the features and benefits of choosing the Esso Card™ over a competitor in a crowded and commoditised market place. One of the pain points identified for the target market when it came to a fuel card vendor is not just the price point but the ease of administration, customer services and support. WES also wanted to use the promotion of the Esso Card™ to build their own brand to key decision makers in the fleet management market place. In the UK, the market is saturated and the decision-making process is often transactional, with a mixed picture in other European markets. WES needed to target Fleet Managers, Financial Directors and other influencers in choosing a fuel card. They were also keen to target ‘Non-Drawers’ – businesses who were registered as users but were not currently using their card.
Lesniak Swann created a strong visual hook that worked across platforms, seven European territories and could translate into eight different languages. ‘The Wallet’ could also be easily adapted to work across a range of channels. The campaign was fully integrated and was delivered through press, direct mail, PPC, re-marketing, customised landing pages and emailers as well as through internal marketing collateral so the internal tele-sales teams were fully engaged with it. The campaign launched at the end of September and is the first phase of a rolling program of activity which will extend over the following 12 months.
Jo Balsamo from WEX said: “Our initial results research has indicated that there is a strong level of brand recall across our key markets. Our internal stakeholders, especially in the tele-sales team have really bought into the campaign.”