SUPPORTING BUSINESS. AS USUAL. | BIBBY FS
Campaign produced while working at AML Group
As the pandemic hit them hard and fast, many small and medium businesses were half-heartedly turning to traditional loans or were just sceptical about funding. Bibby FS, providing the alternative solution of Invoice Finance (life-saving but complex to the untrained ear), needed to talk to them all – from the struggling to the ambitious ones, from the reluctant to the experienced borrowers. While everyone was claiming to be doing 'business as usual' or proposing themselves as last-minute, improvised saviours, we tactfully showed that Bibby was, as always and once again, on the side of hardworking businesses.
Unlike our video and radio ads (above), our digital and social media executions (see some on the right) were targeted to four different audiences, based on the following leading messages: urgency, ambition, partnership and alternative.
Urgency
Ambition
Alternative
Urgency
For the second phase of our campaign, we relied on evidence, showing how many small and medium businesses Bibby supported during the pandemic.
I also wrote the content for the four different landing pages:
WHY I'M PROUD OF IT
It's work for a good cause.
We were targeting multiple audiences and it was a significant challenge to talk to them all.
Everyone loves the new end line!