Business Link
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TV Commercial
Challenge: | Helping develop an ad campaign to increase understanding of Business Link amongst businesses in the region – making a serious difference to perceptions. The focus was to make the brand relevant to new and growing businesses, establishing Business Link as their first point of contact for business support. |
Solution: | The brief was to use 'Real' people with real business problems, therefore great care was taken to select individuals that represent the range of businesses that are supported – from start-ups to established firms in and around Bristol, UK. The 30sec TV commercial, which broke on the 18th February 2008, ran until the 10th March 2008. Accompanying this was an Omni produced radio ad which ran 20 radio stations with 3,469 radio spots across the region all timed up with an ambitious regional press push, giving serious impact to the campaign. The campaign is supported by a dedicated Microsite - www.thinkbusinesslink.com (This site is now not live as the campaign has finished) Focusing on Starting, Running and Growing businesses. This site will include: the TV commercial; 3 – 5 minute extended interviews between Business Link advisers and Business Link clients; a database of case studies and the key questions that businesses ask. The user is then able then through the site to ask questions of Business Link advisers. Omni also produced a YouTube channel to accompany the supporting advice films. |
Services: | TV commercial production, script writing, editing, grading, website design and build, Radio Ad production, DVD production. |
Results: | An 18% cent uplift in market penetration across the South West region was achieved. |