We were approached by the VIP team over at Freemans Grattan Holdings to help improve the financial performance of their email programme, which in their view was massively underperforming. At the briefing, we instantly recognised some quick wins that we could implement to make some initial improvements so we accepted the challenge.
It’s a sad truth about advertising that we’re not always able to justify having a young woman walk around our office in her delicates. Although we were selling the same kind of service in this advert, Grattan customers are a little different to Freemans’ – so, bearing in mind this new target audience, we came up with a more ‘sensible’ concept that explained the practicalities and benefits of Flex in greater detail. And, believe it or not, I found this testimonial route the more enjoyable of the two ads to write… after all, it’s incredibly satisfying when you manage to explain an extremely sophisticated service like Grattan Flex in a concise and engaging way.
