UK based small and medium sized business owners aged 45+
The media strategy focused on a single-minded approach for fast audience growth and deliver on:
- Broad reach and penetration
- Repeated exposures
- Emotional impact and memorability
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 and 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.