Xero Turns VAT into Playtime for Latest Campaign

december19 were tasked to continue Xero’s strong growth trajectory through Spring 2020 with a national integrated campaign, targeting their SMB audience. 

Xero’s target audience are UK based small and medium sized business owners aged 45+

The media strategy focussed on a single-minded approach for fast audience growth and deliver on:

1.  Broad reach and penetration

2. Repeated exposures

3. Emotional impact and memorability

Building on its learning from previous campaigns, december19 used insight on audience receptivity to messaging at key moments, to flight its awareness building activity ensuring efficiency and effectiveness.

Linear TV formed the bedrock of the plan, while BVoD and YouTube drove further AV cover.

Radio airtime via GTN’s Network Drive boosted nationwide cover and LBC’s sponsorship drove frequency and association.

OOH, Rail & London Underground formats delivered high commuter dwell time, focused reach and impact.  

Dominant display ads in Main News and Business sections of key National Press titles.

The campaign launched on TV, digital, print, OOH and radio. Campaign outcomes include 18% increase in prompted brand awareness, 22% likelihood to switch to Xero in next 6 months and 6% additional ROI year on year.