AdSmart from Sky is designed to allow businesses large and small across the UK to access the power of TV advertising to address a clearly defined audience profile based on post code areas and demographics that are local to individual businesses, stores, and outlets. Midland Road Studios is taking the service one step further by providing the advertisement production service locally too.

The brief

Seats & Sofas is an independent furniture warehouse with character, looking to book a 4-week campaign with Sky starting Christmas Day to target a 15-mile radius of Worcester City.

How we did it

The creative team at Midland Road Studios discussed the target audience, how the store attracted them and who purchased successfully. We then used this information to create a customer profile, which dictated everything from look and feel, to voiceover and pace of the ad.

We decided that featuring the actual store was a good idea and that using a voice over, rather than the MD talking to camera, would be appropriate. Moreover, we discussed using some attractive images from suppliers as infill.

Deliverables:

• Shooting on location: One day at the store with direction.

• The service included getting the advert through clearing from sky.

• We used the footage to create short clips to use for social media posts.

We suggested the client could speak to our marketing team about a ‘Campaign’ to go with the TV ad that would boost its effectiveness. This would include using local media and social channels for targeted direct media exposure and invitations.