High5VR

Chancellors The Estate Agent who was new to TV and looking for new local targeted advertising solution

Background

Estate Agents, Chancellors have 36 branches operating across Berkshire, Buckinghamshire, Oxfordshire and Surrey. They sell and let properties in these areas and offer a range of associated services. Before TV commercials they used press, online and portal advertising.

Objectives

• To be seen as a brand that advertises on TV.
• Increase in web traffic.

Targeting

This new to TV advertiser was looking for a new local targeted form of advertising and ran a campaign in April/May 2016. Attributes chosen to make their ideal customer were Home Owner, Mid to Very High affluence and Adults 25 – 54 years in the areas they operated (Berkshire, Buckinghamshire, Oxfordshire and Surrey).

Client Quote

“ The flexibility of TV commercials enabled us to use the medium of television for the first time in our company’s history, with the flexible geographic targeting options allowing us to reach only those within our operational area. This eliminated the potential for wastage, which was previously our biggest barrier to the medium.

Our campaign ran during spring time and was intended primarily as a brand awareness exercise across our network, especially in a couple of areas where we were newly established. In this sense, the campaign certainly had its desired effect, with multiple customers commenting that they had seen our ad on TV. This enabled us to stand out in our marketplace and was useful in explaining to potential clients our belief in embracing all marketing channels. We also observed growth in visits to our website, chancellors.co.uk, which we can attribute at least in part to the success of our campaign.”  Robert Scott-Lee, Managing Director, Chancellors

HeatGuard Windows Ltd - Targeting households in Chesterfield and South Derbyshire

Background

HeatGuard Windows Ltd is a leading double glazing company operating throughout Chesterfield and South Derbyshire.

HeatGuard wanted to speak to homeowner’s over 55 females with mid to high affluence, who are looking to make a significant change to their property in the next 12 months.

Their initial campaign lasted 13 weeks.

Objectives

To increase brand awareness in the wider S postcode not just in Chesterfield
Increase sales of Triple Glass Windows and Guardian Roofs

Top Line Results

• Due to the huge success of the TV commercials campaign at driving positive enquiries, HeatGuard had to employ 3 additional teams to help with the work load
• Following on from the initial 13 week campaign, they also then went on to book a second campaign for an additional 13 weeks.

Client Quote

“This is financially the best year in HeatGuard history and we have recently completed 2 campaigns with TV commercials. I can honestly say it has been very exciting seeing my business flourish by advertising on TV commercials”

Mark Eales, Managing Director

Highland Golf Links

Background

Highland Golf Links chose a bespoke TV commercials package for marketing to tee time visitors, Highland Golf Links was a collaboration between Royal Dornoch, Castle Stuart and The Nairn Golf Club using an TV commercials campaign to drive traffic to their website for booking golf and accommodation packages.

Targeting

Targeting was out of region, to high affluence males in areas with access to flights to Inverness airport. Overlaid with Sky Sports Subscribers.

Top Line Results

• +225% increase in page views
• 184% increase in new website users during the TV commercials campaign
• +31% new website users remained after the campaign completed 

Client Quote

“Our ad was viewed 170k times which have really shown the value vs the relatively small cost. The number of people visiting out website to view the package on offer and the number of people following through to purchase the package has been something we’ve been delighted with for the amount of money we’ve spent. One of the main selling factors for the group here for TV commercials is the way you can target exactly the type of people you want to purchase including the locations you want the ad to be played out. We were able to work very closely with Sky to pick the households we wanted seeing our ad who we think would really benefit from the coming to Scotland and playing our championship courses and staying in luxury hotels, we felt we were getting a real benefit from using TV commercials.”

Neil Hampton General Manager, Royal Dornoch

Garden Centre A family run Garden centre based in the North East

Background

Richardson’s Garden Centre is a family run business based in the North East and have always used local radio and Newspapers at key times to promote the business.

They have a relatively small budget and because of this it is important that they see a return on any marketing strategy.

Client Quote

“We had noticed a steady decline in response to what we have been doing with the local papers and radio and because of this had been looking at possible alternatives. We looked at ITV but this was not an option due to cost and wastage as we fall between two regions. We were then introduced to Sky’s TV commercials and this has allowed us to target a specific audience that is within our catchment area and very importantly within our marketing budget. I am pleased to confirm that we have now had four TV commercials campaigns and are now looking at including TV commercials into our strategy.”

Simon Kelman Plumbing & Heating

Background

Established in 2011, Simon Kelman Plumbing & Heating Ltd is an Inverness based Plumbing & Heating Company covering the Highlands.

Objectives

The objective was to build brand awareness and generate interest in finance options for new boiler installations, using the Ad to drive traffic to their website or encourage direct enquiries to the office.

Targeting

Simon Kelman initially targeted 29,873 Homeowners across the Highlands and Moray, using local authority targeting. In a follow up campaign, the targeting focused on the Highland region only, using the results of the first campaign to target more effectively.

Top Line Results

• +40% increase in financial packages for new boiler installations
• +60% increase in bathroom renovations and general plumbing

Client Quote

“From the moment our first Ad went live our phone didn’t stop ringing and the results encouraged us to run a second campaign. It has definitely increased our brand awareness, with people seeing us on TV and then seeing our vans about town and we are really pleased with the number of enquiries for boiler installations as well as bathroom renovations. We have never been so busy. It really has been incredible.”

Simon Kelman, Managing Director