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ABOUT
This campaign was conceptualised, written, produced, and designed by Xero's in-house creative team, led by me, with photography by Kate Abbey.

Objective
To drive brand awareness and strengthen Xero’s positioning as the accounting software that frees up your time so you can focus on what matters most.

Core Proposition
Xero frees up your time to do other things.

Media Strategy
The campaign deployed a £5 million media spend across a diverse range of channels to ensure maximum reach and impact:

Static OOH
Digital OOH
National Press
Bus Sides
Taxi Sides
Taxi Tip-ups
Digital (Web Banners)
Owned and Paid Social
Radio

Impact & Results

Awareness & Consideration
28% uplift in brand recognition.
Xero’s position as a brand people would consider switching to nearly doubled in London, rising from 14% to 27%.
73% of respondents stated the campaign improved their opinion of Xero.

Motivation & Engagement
The campaign resonated strongly on a rational level:
Among curious individuals, 75% investigated Xero following exposure to the campaign.
The messaging was deemed disruptive, relevant, and effective at cutting through the noise.

Business Growth
+66% Year-on-Year growth in new organisations signing up for Xero.
+39% Year-on-Year growth in trial registrations.

Conclusion
This campaign showcased Xero’s ability to deliver strategically disruptive messaging through an integrated approach. By focusing on how Xero empowers its users to reclaim their time, the campaign increased awareness and drove tangible growth and positively shifted perceptions of the brand.