Eurotunnel Le Shuttle: Engineering success

IPA Effectiveness Awards Case Study 2016


This case study details how Eurotunnel sucessfuly overhauled the marketing of its Le Shuttle service. The new strategy developed a segmentation to identify the most valuable customer groups, and then communicated to those audiences separately and appropriately. Over the five years covered by this case, the integration of this segmentation across communications actvities led to a 20.8 per cent increase in cars carried through the Tunnel. It is estimated that the advertising delivered a cumulative profit of £258.7m over five years, and the overall net profit return was estimated at £11.40 for every £1 invested.

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“This campaign’s approach was not without challenge, as the business value of marketing channels was not clear to the organisation. An econometrics model and our customer segmentation proved the value of these channels in generating business performance.”

Allan Steatham, Head of Marketing
Eurotunnel Le Shuttle

Winners 2016

Bronze Winner

Title

Eurotunnel Le Shuttle: Engineering success

Brand

Eurotunnel Le Shuttle

Client

Eurotunnel Le Shuttle

Agency

OMD UK

Principal Authors

  • Jack Hemens - OMD UK
  • Thibaut Pfeiffer - OMD UK

Contributing Authors

Credited Companies

  • OMD UK - Creative Agency
  • Eurotunnel Le Shuttle - Brand/Client

Eurotunnel Le Shuttle gained a 21% growth over the period described in the paper, which is no mean feat in a backdrop of heightened competition from ferries and and low cost airlines. Jan Gooding, Aviva

Shortlist 2016

Bronze Winner

Title

Eurotunnel Le Shuttle: Engineering success

Brand

Eurotunnel Le Shuttle

Client

Eurotunnel Le Shuttle

Agency

OMD UK

Principal Authors

  • Jack Hemens - OMD UK
  • Thibaut Pfeiffer - OMD UK

Contributing Authors

Credited Companies

  • OMD UK - Creative Agency
  • Eurotunnel Le Shuttle - Brand/Client

Eurotunnel Le Shuttle gained a 21% growth over the period described in the paper, which is no mean feat in a backdrop of heightened competition from ferries and and low cost airlines. Jan Gooding, Aviva

Eurotunnel Le Shuttle: Engineering success

IPA Effectiveness Awards Case Study 2016


This case study details how Eurotunnel sucessfuly overhauled the marketing of its Le Shuttle service. The new strategy developed a segmentation to identify the most valuable customer groups, and then communicated to those audiences separately and appropriately. Over the five years covered by this case, the integration of this segmentation across communications actvities led to a 20.8 per cent increase in cars carried through the Tunnel. It is estimated that the advertising delivered a cumulative profit of £258.7m over five years, and the overall net profit return was estimated at £11.40 for every £1 invested.

Click to purchase this case study >