Awards 2014, category 12: Clock Creative for Clear Sky

November 19, 2014

Best limited-budget campaign: 'Clear sky to growth'

ClearSky Accountancy is an online provider of tax and accountancy services that, at the time of our
appointment, specialised in the sole trader contractor and freelancer sector.

Although well respected, the company lacked brand differentiation or a clear brand proposition in
its marketing and competitors were encroaching on its business in the crowded sector in which
they operated.

A new company business strategy was initiated, which was to embark on a wider, more diverse
service offering to SME audiences such as HR, Payroll and other future business initiatives.

This would enable them to hold their position in the accountancy market whilst growing other
business service areas. In effect, create a new and unique offering of total business solutions for
the SME sector.

However, this meant ClearSky had to connect with this new audience in a compelling way to
create a powerful and credible brand proposition that would achieve ambitious lead generation
results within limited budget parameters.

This entry seeks to prove how Clock Creative took ClearSky into these new SME sectors with a
well defined and compelling brand proposition, delivered through a cost-effective targeted and
integrated campaign that outperformed targets set by over 200%.

Summary

Topic

Customer insight