First Scotrail: From tiny acorns great oaks may grow - IPA Effectiveness Awards Case Study 2007

Brief Description: Prior to November 2005, First ScotRail target audiences were defined in basic demographics. This seriously limited the accuracy of their media targeting. Working closely with them, Feather Brooksbank profiled their customer base using existing passenger data to develop a segmentation that would make an impact across the whole business, but most importantly improve the ROI of any advertising activity. The work increased ROI by 315% and 876% in two of the biggest advertising campaigns. These increases were achieved in spite of a largely negative context; more cars being bought, fiercer competition and the service itself had not fundamentally changed. ;---(TAGS)--- Full Title: From tiny acorns great oaks may grow : a story of how customer insight led to improved marketing payback for First Scotrail ; Number: 2007/05 ; Brand Name: First Scotrail ; Client: First Scotrail ; IPA_ProductCoding: Travel & Transport (Public transport - bus, tram, coach, taxi, rail transport, Underground etc.) ; Agency: Feather Brooksbank ; Author: Andy Littlewood, Fiona Booth ;