34 and Beam-e launch a likeable face in the vehicle tracking industry

It is not often an agency gets to crack an old market in an entirely new way, with a brand in its infancy and a marketing team willing to really do brave things. So when Mix Telematics' Beam-e team came to 34 with a brief to break into the vehicle tracking market, 34 pulled out all the creative stops.
34 and Beam-e launch a likeable face in the vehicle tracking industry
Traditionally the vehicle tracking market has predominantly been driven by fear factor marketing. After understanding the complexities of buyer behaviour and target segmentation we presented creative work that was entirely unexpected and needed a brave client to buy into and sell it through internally and with business partners.

The underlying concept is based on a brand character , known as 'Beame-e' that perfectly epitomizes the brand vision that aims to allow South Africans to relax in the knowledge that their vehicles are taken care of.

"This character has disrupted the category entirely by adding some fun and life to it. Our competitors will not be able to come back with anything similar without an entire change to their communications strategy and direction, and following initial results and responses from our business partners and consumers, we are confident Beam-e has a long future ahead as our brand character and differentiator"- Marketing Director of Mix Telematics, Brendan Horan.

The approach taken by 34 has started to shake things up in a market previously void of positive energy and both the marketing and agency team are sure that Beam-e's launch will continue to shake up the market.

34 and Beam-e launch a likeable face in the vehicle tracking industry
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17 Jul 2012 11:13

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