The Challenge:
The ICAEW needed to increase awareness of their ICA financial
qualifications to business professionals and final year students in
the UK - with a focus on London.
Building Brand Awareness
Niche targeting, Big Impact
What we
did:
We ran a national & regional press and multi-format outdoor
campaign in the UK, focusing on London in order to reach the core
business audience. Leading financial press, business sections
of broadsheets & regional business publications were used to
reach the commuter/business audience. 6 sheets & 16 sheet
underground cross track advertising were incorporated to follow the
journey of the commuter, we focused on station sites in proximity
to large accounting firms and financial institutions to further
target the message and create the illusion of a larger campaign to
an influential audience.
High profile sites at City airport and 6 sheets at Edinburgh
airport ensured targeted messaging and assured dwell time for
communicating to an International business audience
The result:
A highly successful 'standout' campaign
reaching the core business market that delivered a perceptively
high impact, above and beyond the budget applied to it. The
targeted nature of the activity and the fact that the 'medium was
part of the message' provided the client with a big campaign from a
limited budget.