Validating the premium and generating leads
Raising Tata Steel’s profile within the construction, earthmoving and mining equipment sector and generating sales leads quickly for two key new products.
Independent economic indicators pointed towards significant growth potential but Tata Steel needed to change customer perceptions about its products. Showcasing the benefits of its premium grade steels and the value of its unique approach to customers was fundamental to achieving market share.
BDB devised and implemented a digital-first, integrated communications plan to reach, persuade and engage audiences in western Europe and north America.
Phase 1: Creating a toolkit, a collection of engaging assets for use across multiple platforms and territories.
Phase 2: Outbound communications to drive customers and prospects to landing pages, encouraging interaction, downloads and enquiries.
- Tata Steel’s first integrated marcomms campaign in Europe hailed “a triumph” and a blueprint for other divisions to follow
- Interactive e-brochures supplied to all key accounts and top prospects
- High quality traffic to dedicated Abrazo® and RQT® landing pages
- Foundation laid for further penetration and expansion in following year to keep up momentum throughout a long buying cycle