Q-Free
Mindcorp were tasked with coming up with campaign and collateral material to launch the new Q-Free tag. Q-Free is a leading global supplier of products for road user charging and traffic surveillance.
A set of teasers were emailed to get respondents and then invites were mailed worldwide. We also placed a number of ads in the trade papers and created designs for their exhibition at the Javits Centre in New York. The Q-Free campaign was centred around the tagline ‘Go with the Flow’. The reasoning behind this is that the unique selling point of Q-Free is that it reduces congestion and travel time. We used road signs from all over the world to help us put the messages across.
We produced the email campaign from a list of potential attendees from around the world and we sent a campaign asking for an RSVP. When respondees clicked the link they were re-directed to a web page with a New York cab sending a personalised thank you for replying and that their invite would be arriving in the post.
Their major competitor was so impressed with the messaging that he bought a 28% stake and attempted a takeover. Share price almost doubled on the back of the press conference and Q-Free bought three major competitors in the following months to underpin their strength. The client has since landed three major worldwide contracts.
