Our task was to reach a very large audience of small business owners and accountants to announce a rise in penalties for late filing of annual accounts. Companies House had introduced the higher penalties in order to help boost overall compliance rates, but with a limited media budget relative to the target audience, we needed to ensure that a clear and impactful message was delivered without negatively impacting upon brand perceptions.
People take notice of simple bold messages, particularly when such messages are delivered with a touch of humour, or when they contrast against the context in which they are delivered.
Our solution was an extensive integrated advertising campaign with targeted media and messages, timed around the date of the penalty rise.
Simple, bold advertising was placed in national and regional newspapers, as well as vertical sector press for accountants, small business owners and ethnic groups. We also targeted sectors that were historically less compliant than others. Escalator panels, outdoor posters, taxi wraps, seats, even receipts, as well as web banners, all helped reach the disparate audience.
In the first year of the campaign, we managed to beat the previous filing record by 68,087 companies and, in total, persuaded 95.7% of all limited companies in Britain to file on time.
“Agency Inc planned and delivered a campaign for us which was simple, memorable and effective. What more could we ask for? There’s a reason why they’ve been our agency for so long.”
Marketing Development Manager