The news of the third lockdown has added to the traditional January blues. However, it is always darkest before the dawn and fortunately, with the roll-out of the Oxford vaccine, there is a glimmer of light on the horizon.
London Advertising is doing its bit to help businesses get match fit for the forthcoming economic recovery by adopting best practice from the retail sector and launching its our own January sale.
UK consumers have increased their bank balances £100bn since the first lockdown and will soon have itchy fingers to spend it once restrictions ease.
The key point is that firms need to prepare for it now.
To this end, London Advertising is offering a 33% reduction in its £25k monthly fees over three months (ie a cost of £50,000 down from £75,000) to develop a communications strategy and one brilliant idea with creative concepts to deliver it.
As an example of how it can help businesses, the agency points to its recent campaign for the UK’s only music streaming service, Roxi, that was developed entirely over Zoom during lockdown.
The campaign, which launched on 1 December, achieved a 100% increase in ROI on Roxi’s media spend compared to its previous creative.
London Advertising has created a high impact ad campaign to launch its January sale promotion, which embraces the vernacular of retail January sales: “Brilliant ideas. Ludicrously small prices” or just “Hurry”, each signed off with the tagline “The London Advertising Sale Now On”.
Explaining the genesis of the work, Alan Jarvie, co-founder and creative director, said: “We are firm believers that good advertising builds strong brands and have led by example. We also recognise that to help our clients achieve their commercial objectives there are times when a hard-sell message is appropriate.
“We also believe the latter will perform so much more strongly if done in unison with the former. Our own promotional ads apply not only the same look and feel and tone of voice as our brand ads, but also adhere to the three principles that we believe are essential for any ad to be effective: Is it simple? Does it stand out? Will people remember who it is for?”
The agency ran a major ad campaign to grow its own brand awareness in July by promoting the benefit of advertising in a downturn, which included 10 TV ads featuring Helen Mirren and Liam Neeson as well as 27 poster ads. A Populus pre- and post-campaign poll demonstrated the ads increased London’s brand awareness by an impressive 50%, catapulting it ahead of the UK’s leading agencies. Since then, the agency has won five new clients.
Michael Moszynski, founder and chief executive, added: “Alan and I have led crisis recovery campaigns across the globe, including the ’You’ve seen the film. Now visit the set’ campaign for the US Government after 9/11 that generated a record ROI. We are keen to offer our highly relevant experience to help British businesses grow again as people are getting itchy to unleash their £100bn of unspent disposable income, as well as to take advantage of the UK’s new trade deals with over 60 countries that started on 1 January.”
Bruce Haines, the chairman, said: “London Advertising has been unique in our industry by advertising during the crisis to build its brand. Now it is pioneering the use of a powerful promotional proposition. The campaign is appearing exclusively on Ocean Outdoor due to the impact seen from using its premium, large format digital poster sites in July. ‘Reinforcing success’ is a maxim we recommend to our clients.”
So, if you have a business that is looking to grow, in the words of one of traditional January ads, don’t miss out on London Advertising’s sale.
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