Xero™ Accounting Software

d19 were tasked to continue Xero's strong growth trajectory through Spring 2020 with a national integrated campaign, targeting their SMB audience.

18%
increase in prompted brand awareness
22%
likelihood to switch to Xero in next 6 months
Project Information

Target audience

UK based small and medium sized business owners aged 45+

Our insight

The media strategy focused 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 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.

Channel Mix

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D19 outlined the challenge that we had to plan to our strengths, building out the TV first strategy into a wider nationwide fully integrated approach. Their strategic thinking led to a carefully curated media plan, built line by line to drive the greatest affect, and launch Robot with impact. The campaign was a success across all metrics and has aided our business growth in this competitive market, fuelling our future ambition.

Rob Foulkes, Head of Brand & Acquisition
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