Client partner: Benfield Motor Group
Campaign: Be More
Our long-term client partner Benfield Motor Group asked us to provide promotional materials for their new charitable venture, Be More. In addition to the existing Benfield Motors Charitable Trust, Be More aims to help charities and causes in the local communities in which Benfield staff live and work by encouraging fundraising by Benfield staff and customers.
d.fferent developed a series of characters. They were chosen to be representative of Benfield and the communities it seeks to help. By creating and naming each character, the Be More experience is personalised. By associating mini identities with the characters and therefore the charities they are involved with, we hoped to drive engagement and increase interest in the venture.
Interaction is further encouraged by use of the #bemore tag on Facebook and Twitter. This allows Benfield to both promote the venture and allow participants to share their own efforts. The initial packs sent to dealerships outline the premise and each dealership will organise its own fundraising.
We used Brenda, the face of Be More, across a range of promotional materials to introduce the idea to Benfield’s customers and staff. She starred in a promotional video, on a stand and across banners and other POS. Neville features in a fundraising sweepstake game entitled “What in the devil will Neville get up to?” where participants are asked to donate £1 to guess which fundraising activity Neville will be taking part in, as well as another sweepstake that engages participants with all 30 of the characters we have created.