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December 19 has used the following skills/services in the project.
OUR TASK
To elevate Xero above the category noise and continue the strong growth trajectory through 2021. Positioning it as an aspirational brand offering more than just basic accounting software and embed its new comms campaign ‘Healthy Business’ in consumers’ minds.
TARGET AUDIENCE
Young progressive small business owners and their accountants.
OUR INSIGHT
The media strategy focussed on expanding brand fame by making Xero stand out across multiple touchpoints:
1. Broad reach and penetration
2. Repeated exposures
3. Emotional impact and memorability with new distinctive asset.
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
Broadcast Sponsorship of ITV1’s ‘The Void’ extended AV presence with idents mirroring tasks faced by the gameshow contestants - bringing to life the perils faced by small business owners
Audio extended new creative route reach using Radio & Podcasts.
OOH deployed in roadside formats across major conurbations to drive ubiquity and scale.
OUTCOME
6% increase in prompted brand awareness
24% likelihood to switch to Xero in next 6 months
36% outpaced category sales trends by 36%
SERVICES
B2C - Brand Strategy, Media Buying - Planning, Online Media Buying, Outdoor Media Buying, Press Media Buying, Radio Media Buying, Sponsorship - Media Buying, TV/Cinema Media Buying
