Take one business challenge

How to launch a unique but complicated 118 118 mobile phone text service designed to enable small-to-medium businesses to generate instant consumer enquiries.

Add a little creative juice

Our first step involved conducting qualitative research to truly understand the advertising needs of these small local businesses and what their concerns might be with regards to the new service. These insights directed both the development of the transactional website and the launch plan which included advertising, mail shots and on-line banners with different positionings and messages for a range of target audiences.
The creative simplified the complex service, demonstrating how the ‘piggy back’ text adverts worked, and offered £20 of free advertising to persuade businesses to register on the website registration and try out the new service.

Cut to the quench

Our campaign outperformed targets for trial recruitment and, crucially, provided extensive learning for the refinement of the transactional website, which types of businesses were most responsive, motivating messaging and the most effective media.