Asendia e-PAQ launch

Asendia is an international mail and e-commerce delivery company with locations across 4 continents and serving more than 200 territories worldwide.

Recognising a need to simplify and unify its branding and product offer, Asendia restructured and renamed its core services, streamlining its Mail product and creating e-PAQ – a brand new range of e-commerce solutions.

Having previously helped Asendia with internal communications on the project, The Think Tank was delighted to also be involved with the external product launch.

The first phase of the launch focussed on communicating the new services to Asendia’s existing customers. We developed a piece of fold out direct mail which explained how e-PAQ and Mail had been structured and helped to establish the new branding.

Building on this activity, we created an email campaign targeting all existing Asendia customers. As well as explaining the offer, these emails directed customers to a purpose-built e-PAQ and Mail microsite, featuring an animated landing page and video content. All content was translated into four languages.

Phase 1 helped generate understanding and excitement among Asendia customers, setting the stage perfectly for phase 2: the full market launch.

The Think Tank devised an integrated marketing campaign across 9 countries, including an email marketing campaign to communicate the new offer to all prospects on Asendia’s database.

In addition, a wider brand awareness campaign was rolled out which included: targeted digital advertising campaigns, with LinkedIn and Google display ads; a comprehensive social media plan; an external company newsletter; animated video content; and blogs.

Since going live in January, early results are looking extremely promising from a brand awareness perspective. The Think Tank is now monitoring campaign activity and we’ll be providing an update on effectiveness as soon as the data is in.