The 'APAC on the move' campaign by HERE Technologies exemplifies an integrated approach by seamlessly merging strategic communications, data-driven insights, and effective resource utilization. Amidst budget constraints, we maximized in-house capabilities, engaged regional PR agencies, and strategically directed resources to conduct a comprehensive survey. This approach not only tackled the dual challenge of a diverse APAC market and pandemic-induced disruptions but also demonstrated the power of integration in fostering thought leadership. The campaign's success lies in its holistic strategy, intertwining content creation, media relations, and targeted engagement to establish HERE as a leading voice in the evolving logistics landscape.

Situation:​

HERE Technologies embarked on the 'APAC on the move' campaign from May 12 to October 31, 2023, targeting decision-makers and stakeholders in the transportation & logistics industry across Asia Pacific.​

Brief:​

Firstly, there was a lack of native content for the diverse Asia Pacific (APAC) transportation & logistics (T&L) market. Secondly, the global T&L sector, particularly in APAC, was still grappling with the impacts of COVID-19. The challenge was twofold: creating content reflective of the dynamic APAC market and providing guidance amid business disruptions.​

​

Objectives:​

The campaign aimed to gauge industry and customer sentiments, identify factors driving the adoption of fleet management solutions, uncover pain points, and understand emerging trends. Operating on a budget of €31,700, HERE sought to position itself as a key player in APAC's evolving logistics landscape.​

Navigating the dynamic APAC region required an understanding of regional nuances, diverse legislation, and unique challenges. With economic growth propelling the transportation & logistics sector, the campaign took into account regional disparities, varying cultural norms, and the impact of COVID-19 on business operations.​

The APAC region required nuanced communication approaches and tailored strategies for each unique market. Timing the campaign launch in each market to coincide with regional events and considering national holidays, elections and religious festivals ensured national resonance. This strategy managed to maximize HERE’s media coverage while avoiding the clutter. ​

The pandemic's impact on supply chains, coupled with diverse government responses, shaped the narrative. Acknowledging these regional nuances, HERE Technologies crafted a campaign that not only addressed logistical challenges but also resonated with stakeholders. The strategy accounted for varying levels of technological adoption, regulatory landscapes, and industry maturity in different APAC countries.​

By understanding and integrating these regional nuances, the 'APAC on the move' campaign transcended borders, resonating with stakeholders across diverse markets, and establishing HERE as a thought leader attuned to the unique dynamics of the APAC transportation & logistics landscape.​

The creative idea was to rally the industry’s best and harness the power of qualitative data to move APAC’s T&L sector. Recognizing the lack of native content and the need for insightful guidance post-COVID-19, the campaign combined data-driven insights and effective resource utilization.​

A comprehensive survey was conducted, capturing industry sentiments, pain points, and emerging trends. This data formed the foundation for compelling native content that addressed the challenges and opportunities unique to APAC.​

The campaign's multidisciplinary approach involved timely content releases, media engagement, and participation in regional events. By aligning with regional contexts, the creative idea resonated with stakeholders and established HERE Technologies as a key influencer in the APAC landscape. The integrated strategy showcased the power of creativity and collaboration, positioning HERE as a thought leader that navigates the diverse APAC region. With APAC successfully on the move, EMEA & AMER is next on the map for HERE.

Target Audience:​

The 'APAC on the move' campaign strategically targeted decision-makers and stakeholders in the transportation & logistics (T&L) industry across Asia Pacific.

Integration and Approach:​

The campaign embraced a PR-driven approach to strategically deliver region-specific and also country-specific content, positioning HERE as more than a technology provider but a trusted industry ally. Amid the transformative impact of COVID-19, a survey of 1,300 decision-makers captured the industry pulse, identified pain points, and uncovered unmet needs. Emphasizing HERE's role as a strategic partner navigating challenges, the name 'APAC on the move' encapsulated the campaign's essence, reflecting a profound understanding of the dynamic T&L industry.

A multi-channel approach, integrating events, press releases, social media, and webinars, maximized reach and engagement. This comprehensive strategy, combining impactful messaging with a strategic media approach, not only addressed content gaps but solidified HERE Technologies as a trusted guide in the evolving T&L landscape in APAC.​

Implementation:​

From a survey involving 1,300 decision-makers across key APAC markets, the findings were transformed into actionable intelligence and positioning HERE as a strategic partner.​

​

Timeline:​

Commencing in May 2023, the campaign strategically aligned with HERE Directions in Bangkok, creating a regional stage for the campaign launch. The timeline was structured to sustain momentum, with strategic releases and engagements, including a dedicated webinar in September 2023 and a blog post in October 2023.​

Placement:​

The strategic placement of campaign elements included the HERE Directions event, traditional media outlets, digital platforms (Facebook, LinkedIn, X), and a dedicated webinar.

Scale:​

The campaign operated on a substantial scale, leveraging an APAC survey, conducting a flagship event, strategic media engagement, and digital outreach. APAC on the move conveyed a powerful message, impacting both HERE's market positioning and aligning the company's goals and products with the evolving needs of the APAC T&L landscape.

Reach:​

'APAC on the move' achieved extensive reach with over 270 media articles, garnering a readership of over 70 million in APAC with 370+ report downloads.

Engagement:​

The campaign engaged 30% of Senior Management from internal teams, partners and customers. Social media metrics revealed impressive engagement rates with 12,000+ impressions on Facebook (1.06% engagement), 53,000+ impressions on LinkedIn (1.49% engagement), and 6,235+ impressions on X (0.83% engagement).

Impact:​

The webinar attracted over 640 registrants globally, showcasing the campaign's ability to captivate and sustain audience interest.

Sales:​

The financial impact of the campaign was significant, contributing to a pipeline of €10 million.

Achievement:​

A pinnacle of PR excellence with 1,300 leads across 500+ accounts, with 60% from existing accounts and 40% entirely new. With over 2,000 touch points, 20% classified as high-value, the campaign achieved a depth of engagement with key decision-makers and influencers, aligning with HERE's business growth targets.