December 19 has used the following skills/services in the project.
OUR TASK
We were tasked to continue Xero’s strong growth trajectory through Spring 2020 with a national integrated campaign, targeting their SMB audience.
TARGET AUDIENCE
UK based small and medium sized business owners aged 45+
OUR INSIGHT
The media strategy focussed on a single-minded approach for fast audience growth and deliver on:
1. Broad reach and penetration
2. Repeated exposures
3. Emotional impact and memorability
OUR SOLUTION
Building on our learning from previous campaigns, we used insight on audience receptivity to messaging at key moments, to flight our
awareness building activity ensuring efficiency and effectiveness.
Linear TV formed the bedrock of the plan, while BVoD and YouTube drove further AV cover.
Radio airtime via GTN’s Network Drive boosted nationwide cover and LBC’s sponsorship drove frequency and association.
OOH, Rail & London Underground formats delivered high commuter dwell time, focused reach and impact.
Dominant display ads in Main News and Business sections of key National Press titles.
RESULTS
18% Increase in prompted brand awareness.
22% Likelihood to switch to Xero in next 6 months.
SERVICES
B2B Brand Strategy, B2C Brand Strategy, Campaign Planning, Digital Out of Home, Media Buying - Planning, Outdoor Media Buying, Press Media Buying, Radio Media Buying, TV/Cinema Media Buying.