Xero Accounting Software's Robot Sidekick Gets the Job Done

december19 were tasked to achieve the cut through before HMRC’s ‘Making Tax Digital’ (MTD) deadline expired for VAT registered businesses. 

Core audience deadline expired for VAT registered businesses, by targeting a core audience of small to medium business owners.

december19 commissioned research that identified Sunday evening (in ’relaxation mode’ visualising the week ahead) and early weekday evenings (audience in ‘get stuff done’ mode) were two key times of the week.

december19 used this new insight alongside Touchpoints data to devise a cross-channel media approach using smartly planning, defendable weights on selected days of the week and day parts only. This took advantage of clear media moments when the audience’s receptivity would be higher and relevant to their business. Sunday newspapers tapped into Subconscious thinking for the week ahead.

Sponsorship of Nick Ferrari’s breakfast show on LBC ‘the home of small business owners’ drove message frequency reaching the audience in their am commute. Radio airtime and high impact out-of-home reached a broader commuter audience.

The campaign was launched on radio, OOH, print and online. Campaign outcomes include 17% Increase in prompted brand awareness, 13% Jump of business owners consideration for use of xero during the campaign and 48% Surge in subscribers in May 2019 (UK record performance for the business).