Southpaw

We are a strategic creative agency that uses the science of emotion to build brands. We use behavioural science and effectiveness research methods in order to deliver creativity that will have high emotional impact on behalf of our clients.

Tunbridge Wells, United Kingdom
Founded: 1970
Staff: 60
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Skills

Media Buying & Planning
Full Service Agency
Campaign Planning
Digital
Intergrated Campaigns
Creative
Clients
Miller Genuine Draft
SAB Miller
St Stefanus
Baskin-Robbins
Honda Motor Europe - Automobiles
Honda Motor Europe - Motorcycles
Honda Motor Europe - Power Equipment
Suzuki GB Motorcycles
Callaway Golf UK
Autoglym

and 6 more

Sector Experience
Automotive
Business to Business
Cosmetic / Beauty
FMCG
Food & Drink
Healthcare
Leisure
Media
Retail
Sport

and 1 more

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Making Eurotunnel Le Shuttle Famous (Again!)

by Olivia dAlbertanson

In the year of Brexit, all travel brands were on red-alert. However, Eurotunnel holds the interesting position of being the only physical link the UK has with Europe. So it is vital that both the brand and it’s unique service hold a positive place in consumer consciousness. So, brand awareness must grow, positive sentiment must spread and ticket sales must come off the back of it.

Using consumer profiling data and our bespoke neuro-mapping methodology we found that the Eurotunnel audience were 'independent, savvy, culture vultures'. We found they loved freedom, creativity, spontaneity, and are motivated by active, noisy surroundings and wanted flexibility in their plans. We found they were highly media receptive and chose to use OOH and digital display as our primary channels. Our campaign is grounded in these insights and helped create work that has maximum impact.

In a birthday year and with a brand that travels back and forth to the continent 94 times a day, what better headline than MANY HAPPY RETURNS? To bring this idea to life we wanted to capture the same party atmosphere as when the tunnel opened, so we turned the train platform into a carnival procession with every possible member of our target audience invited and lots of Eurotunnel history thrown in for good measure.

Results

21% Campaign Recall (KPI 12%)

+4% Sales Uplift (Compared with -10% for competitors)

+ 20% Brand Consideration

When the first cars went through the Eurotunnel in 1994, it was regarded as one of the biggest engineering achievements of the modern age - it gave Britain and France both a huge sense of pride and achievement. We wanted to recapture that feeling of adventure, freedom and pride with this work, and to toast all the adventures we’ve helped create, as well as those to come. Southpaw really understood that feeling we were trying to capture - the sense of optimism and freedom that comes with driving off on a new adventure.

~Jae Hopkins, Director of Sales & Marketing at Eurotunnel Le Shuttle

Tags

Travel and Leisure
Railway
Tourism

Clients

Eurotunnel Le Shuttle