Many businesses moving goods between the UK and Europe were facing increased demands on time and resource as well as significant additional financial costs once the UK left the EU on January 1st 2021.
AEB provides an efficient solution to mitigate this additional burden on businesses trading with the Europe, and wanted to promote their easy customs declaration software in the run up to Brexit.
PHAR was appointed by AEB to plan a media campaign aimed at decision makers within these business in Q4 2020.
With Brexit fast approaching, and AEB being relatively unknown in the UK, increasing brand awareness small-medium sized business owners was key. This is a summary of the campaign, and results:
The Role of Media
We decided that a campaign of TV, radio and digital advertising would give AEB the exposure they needed. The creative directing potential customers the AEB.com/easy site.
TV:
Teaming up with ITV’s initiative “Backing Business” to help keep British business moving, ITV offered a matched budget funding initiative which delivered phenomenal reach to AEB.
We also negotiated to align 40% of our adverts next to the UK Government’s Brexit advertising campaign spots.
Radio:
LBC is Britain’s biggest commercial news talk brand. Broadcasting nationally, LBC tackles major stories, providing a platform for debate and thought leadership.
In particular the Nick Ferrari breakfast show provided a great springboard for AEB. We kicked off with some live reads by the presenter about AEB and the part they played helping businesses through Brexit.
We then integrated an interview with an AEB executive and Nick Ferrari which touched on the challenges that businesses face with customs declarations. Following this was 6 weeks of branded trail advertorials and advertising spots in the breakfast show.
Digital:
We ran a targeted combination of search and display adverts utilising Google, Bing, LinkedIn and YouTube which helped to amplify the campaign and push the message key messages.
The Results
Campaign Highlights
Unique visits to the target page on the AEB website increased 148x in October versus to the previous month (campaign launched on October 1st)
The campaign led directly to over 230 new clients
This generated over £1,000,000 of new revenue
Website traffic has continued to significantly outperform pre-campaign levels
An overall ROI in excess of 5:1