Transforming Decarbonising Sustainable Redefining transportation: Shaping the future of mobility
Challenge
Redefining mobility
for the greater Geneva area
tpg aims to redefine public transport, pioneering a future where mobility is sustainable, integrated, and centred around an exceptional client experience.
tpg is committed to sustainability in every aspect of their service and operations, aligning their goals with sustainable development and leading their team in this significant transformation. This new approach positions tpg as the foremost provider of innovative mobility solutions through its tpgEvomoov online platform within the greater Geneva area and a pivotal force in the region’s journey towards decarbonisation. tpgEvomoov is a solution to help companies and institutions improve their mobility. Its mission is to support them every step of the way, from strategy formulation to impact measurement and implementation.
This commitment to sustainability is a daily practice for tpg, extending beyond mere promises. tpg is leading the way in developing B2B customer experiences that address unique mobility challenges while also promoting employee well-being, enhancing employer branding, reducing the region’s carbon footprint and optimising mobility cost management.
Immersion
Audience and personas definition through workshops, customer interviews, desk research, brand effectiveness analysis, audience needs and challenges review, insight unearthing
Strategy
Brand strategy, brand positioning, brand personality, value proposition, messaging house, customer journey, 360 marketing strategy
Creative
Re-brand, creative concept, visual and verbal identity, photography, tone of voice, narrative and storytelling, original illustrations and animations, infographics
Activation
UX assessment and strategy, UX/UI and storytelling, brand-user experience, communication strategy and plan, awareness campaign LinkedIn, Google display and adwords, SEO, customer toolkits, B2B events
Immersion
Discovering B2B mobility challenges
We conducted a comprehensive analysis of the sector and engaged in close collaboration with key stakeholders and industry players. We drove various workshops to understand the various B2B players, their needs and challenges and their customer journeys. This approach enabled us to identify and unveil significant opportunities and insights adding value to the tpgEvomoov team.
Strategy
Shaping the future with sustainable plans
Building on the insights from the immersion phase, we crafted a strong value proposition and messaging house. We created a new brand personality, anchored by strong values and a compelling narrative. This foundation enabled B2B and B2G partners to clearly recognise the benefits and value of adopting sustainable transport solutions through tpgEvomoov.
Creative
Impacting with a strong visual identity
Inspired by the strategy outcome, we created a new identity with a distinct style extracted from the roots of its logo mark. We reviewed the photography style and developed various online and offline assets including toolkits that encapsulates tpg B2B’s dedication to sustainability. This approach has been instrumental in ensuring a consistent and resonant brand experience across all touchpoints.
Activation
Uniting and activating through targeted communication
The launch of online and offline campaigns and the initiation of targeted campaigns have significantly enhanced visibility and engagement among key client segments and is still ongoing…
Impact
Enhanced by strategic focus
In a targeted marketing initiative, tpgEvomoov focused on human resources managers and the administrations of large corporations, with staff numbers ranging from 500 to over 10,000. This approach has resulted in a considerable volume of impressions, which is impressive for a B2B campaign aimed at offering support via a specialized platform for companies and institutions to encourage their employees to make the transition from car-based mobility to alternative modes. The campaign’s success is also evidenced by the rising click-through rates during its run.
This deliberate targeting facilitated the acquisition of qualified leads via integrated LinkedIn forms and a dedicated landing page, showcasing the precision of the targeting strategy. This technique illustrates how deliberate and pertinent communication can convert engagement into measurable outcomes, thereby enhancing effectiveness even within a narrowly defined audience.
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