Advanced are looking to consolidate and grow their position as the UK’s third largest solutions provider, and have recently undergone a re-brand to both elevate perception and provide a platform from which to challenge the market leaders. As part of this they now have a compelling proposition – ‘right-first-time solutions’.
Their challenge was in creating a campaign that would support this proposition, work across different business departments with consistent messaging across all channels, and not least strongly resonate with prospects. FairITales is the campaign that achieved this.
The idea behind the campaign was informed by a (sadly) fundamental truth – within the B2B Technology sector there are solutions providers who will over-promise and under-deliver, tantamount to selling a fairy tale – so the campaign takes common sector issues, wraps them up in familiar tales, and features Advanced rescuing the day with a fit-for-purpose right-first-time solution - reputationally something they’re known for.
Offering the audience solutions “...that are just right”, or asking if their current solution was more “Bah, Humbug! than ho ho ho” clearly resonated, helping the campaign surpass expectations.
With a modest budget, aggressive delivery time-scales and aspirational targets to deliver against, the blend of storytelling, relevant messaging, strong CTAs, and differentiating execution achieved the necessary levels of cut-through, consideration and conversion to quickly generate a healthy sales pipeline in excess of £3.4m – a figure that has exceeded initial KPIs.
Launched in July 2016, the campaign is still live, but within six months has already provided ROI in excess of 8:1. The caveat is that sizeable account wins in the technology sector can take up to 18 months to implement so the final ROI is not yet known, but should (based on conservative conversion rates and the current sales pipeline) comfortably exceed 22:1, with more waves ready to increase this further.
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(Please note: parts of this case study may have been redacted for confidentiality purposes.)
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