A first as The Cambridge branches out into TV advertising
The Cambridge Building Society launches its first ever TV advert this week using Sky AdSmart.
The advert will be shown on Sky TV but using the revolutionary new approach to advertising it will only appear on screens in households that have been defined as the target audience for The Cambridge.
Filming took place in November with the video production company Affixxius Films alongside support from Cambridge-based creative marketing agency Mobas and features a young family moving out of their home.
The young daughter in the 30-second advert is shown lining up snail shells for a slug she’s found in the garden which she sees as a snail looking for a home.
Head of Marketing Carole Charter said: “This approach to TV advertising is perfect for us because it means we can reach the people who will be most interested in hearing about The Cambridge. It’s a really cost effective means of reaching our audience in an exciting way.
“We’re really pleased with the advert which captures our brand perfectly and highlights the importance of home.”
Business Development Executive at Affixxius Films, James Williams said: “Working alongside The Cambridge team on this project was an absolute pleasure. They had clear objectives from the word go with a well thought out distribution plan for the campaign.”
The TV advert will be supported with digital and traditional advertising such as posters, banners and print to promote The Cambridge and the role it can play in helping people buy their homes.
Carole said: “We might be a regional building society with traditional values but we’re not afraid to innovate and the advert is just the latest way of demonstrating this.
“It’s been a busy time at The Cambridge recently with developments to the way customers can choose to do business with us whether this is online, over the phone or in person. Meeting the needs of our customers is our priority and we think our first ever advert encapsulates this.”
David Sanderson Head of Sky AdSmart Local and Development said: “We are delighted to welcome The Cambridge to the growing list of 700+ 'Sky AdSmart' advertisers.
“It’s exactly the kind of local/regional business with specific targeting needs that 'Sky AdSmart' is designed to serve.”
You can watch the advert on the home page of our website.
By Leanne Simons on Monday 18th January 2016