ABOUT

1 million small London businesses; one place to access support


Overview
London & Partners is the business growth and destination agency for London. Working in partnership with their internal team we’d created the brand for Grow London, an entity that brings together all their business expertise in one location.

After a successful launch for Grow London, we were commissioned to create a through the line campaign that would launch Grow London Local, focussed on helping the capital’s small businesses thrive.


Audience demographics
The audience was broad; covering small business owners from hairdressers to hauliers. Some wouldn’t be digitally savvy; for others English might not be their first language.

Initial fact finding revealed a number of insights;
The audience are time poor, they lack the opportunity to actively search out information;
There’s already masses of information for small businesses, but it is dispersed;
The audience is wary of hidden costs masquerading as ‘free advice’;
The message had to be easy and easily customisable to each borough.


Community is key
As a commercial powerhouse, London is home to over one million small businesses. We saw that appealing directly to this community gave a simple, but memorable hook — ‘one million small businesses: one place to get advice’.

The creative solution uses the key brand asset — the chevron — as a visual metaphor and indicator for the sheer number of businesses, pointing the reader toward the call to action. This graphic approach helps reinforce brand recognition; critical as the campaign also acts as the launch of the Grow London Local brand.

The simplicity of the message ensures the campaign can roll out across a wide range of media; radio adverts, tailored social adverts, animated adverts, billboards, TV advertising and online banners.