The challenge
Inspired by the UK government’s Help to Grow scheme, IRIS Software approached The Think Tank to develop a campaign that would encourage SMEs to invest in digital transformation.
The objectives were to raise brand awareness and fuel demand for IRIS solutions at a time when businesses were still reeling from the effects of the pandemic. In addition – and to match and exceed the discount available through the government’s scheme – a promotional offer of up to 50% off all IRIS software needed to be baked into the communication.
Given tricky economic conditions, the brief called for a big, brave idea that could motivate companies to come out fighting.
IRIS Time to Grow has been the first cross division promotion for IRIS Software Group, and also the first out of home campaign.
The campaign has continued to grow and resonate with more customers, but also given our employees the excitement of seeing and hearing the campaign and being proud to work for such an exciting and visionary company.
Helen Badger
Group Marketing Director, IRIS Software Group
IRIS
Our solution
Helping SMEs in their hour of need fit neatly with IRIS’s core brand positioning as a supporter of UK businesses. But real support is about more than discounts.
We leaned into the insight that, for many small businesses, inefficiencies and time constraints are a huge barrier to investment in growth. By harnessing the power of IRIS software, business owners would be able to claw back time and resources to focus on the things that matter. Thus, the IRIS Masters of Time were born; a gang of time-saving superheroes bearing a clear, confident message: It’s “Time to Grow”.
With a broad audience to talk to and a distinctive feel-good idea to run, above the line (ATL) media was a worthwhile investment. Radio, bus-sides and national out of home (OOH) activity all played a part in raising brand awareness.
Highly-targeted digital advertising on Google, LinkedIn, Facebook and in trade publications allowed us to get more specific with our message. This meant we could engage and retarget potential customers at the ‘intent’ end of the funnel.
Ongoing optimisation of our digital activity boosted efficacy, helping to increase traffic to a custom-built microsite we had created for lead generation.
The results
Strong creative built on meaningful insight played out across a combination of media channels to deliver phenomenal results and an enduring brand property for our client. With 17 nominations and five award wins to its name, the campaign’s industry recognition speaks volumes.
For time-saving software, call the IRIS Masters of Time. For brilliant B2B, call The Think Tank.
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