The Challenge:
Launch 'HomeSun' in the UK to establish the 'Free Solar'
message and build brand reputation and credibility to consumers
& investors alike.
Key objectives were to drive quality traffic to website for further
education re 'Free
Solar' proposition, registrations and pre
qualification. Requirement to build a national brand, but focus
communications efforts on the South of the UK.
Brand launch
What we did:
Despite the fact the client didn't envisage TV as an achievable
media solution, a cost effective resolve was presented and it was
planned as the 'bedrock' of activity ensuring biggest commercial
audiences were reached in key regions. Announcing the brand and
building trust and credibility and brand association via the
broadcast stage. Daytime and Peaktime activity was run across
schedules. A Cherry Pick programming approach was also adopted to
deliver ads in prime programmes such as the X Factor, to give the
perception of a big national brand advertiser in key areas.
Radio was planned to run a tactical support element, emphasising
further call to action. Southern print runs of National press,
regional press and geo -targeted online were used in core channels
to deliver greater detail, primarily educational advertorials and
bespoke edvertorial activity.
The result:
Delivered a national campaign 'size' perception (64m impacts) in
key southern regions.
Increased site visits from 50 to an average of 4,000 per day across
the campaign period (far exceeding expectations) and more
importantly ensured quality of registrations.
Achieved fantastic value, despite booking all activity post
deadlines delivering over £300K of incremental media value.