Period: Mar 2016 – Jun 2016
Client: Inspire by Wessex
Subject: TV advertising
Our client, Inspire by Wessex Chambers, is contracted by national and local government to support economic growth across Swindon and Wiltshire. One delivery vehicle is the Swindon and Wiltshire Growth Hub, which connects knowledge, funders, business support and the industry together.
Our Task Was
To help Inspire devise an advertising campaign to promote a series of business seminars, led by two TV spots and supported by direct mail, Google adwords, Google displays ads and web landing pages.
What We’ve Done
One of the key KPIs for the campaign was to drive the audience to sign up to one of a series of strategy days. So, it was critical that there was a sign up mechanism designed into the creative assets.
We devised a multi channel approach with Google display ads, alongside a SKY AdSmart TV schedule showcasing two 30-second spots and a direct mailshot delivered to the same households that the SKY TV ads were shown in. All the creative elements drove recipients to two specific landing pages containing sign-up forms for the strategy days. In addition, we liaised with two other agencies who implemented the Google ad buy and the landing pages’ incorporation into the Swindon & Wiltshire Growth Hub main site.
- Marketing strategy
- TV storyboards
- TV Ad production and trafficking
- Digital ad creation
- Media buying and liaison
- Web landing pages
The campaign delivered a 140% increase in site sessions and a 563% increase in page views. The Google Display portion delivered 90,000 impressions from a very tight audience profile. Sky AdSmart added another 60,000 impressions with an average 3.6 frequency across specific Wiltshire households. Two courses were fully booked at the time of writing.
“The team at An.X are always very responsive, meeting some tight timescales we have to work to. They have been quick to understand our objectives, generating innovative and interesting creatives.”
– Jess Pitman, Marketing Manager, Inspire By Wessex
- 140% increase in site traffic
- 563% increase in page views
- 90k TV ad impressions
- Fully booked courses