Young progressive small business owners.
The media strategy focussed on expanding brand fame by making Xero stand out across multiple touchpoints:
- Broad reach and penetration
- Repeated exposures
- Emotional impact and memorability with new distinctive asset
Building on our learning from previous campaigns, we used insight around key receptivity moments to land the message at key times, and then flighted our awareness building activity for 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 & Podcast sponsorships
- OOH deployed in roadside formats across major conurbations to drive ubiquity and scale.