Xero takes the late payments argument to Westminster
Digital 6-sheets on the Westminster platforms, aimed at the people who legislate on late payment as much as at the commuters beside them.
Software · Brand awareness · 2 weeks
- Brand
- Xero
- Objective
- Brand awareness
- Location
- Westminster
- Formats
- Digital 6-sheet (D6)
- Sector
- Software
- Flight
- 2 weeks
The challenge
Late payment is a structural problem for small businesses, draining cash flow and forcing operational decisions that have nothing to do with how well the business is run. Xero wanted the issue in front of the people with the power to change it.
The strategy
Rather than buy reach, buy proximity. The campaign concentrated on stations serving Westminster and the surrounding government estate, within walking distance of Parliament, Whitehall and the departments along it.
The execution
Digital 6-sheets ran on the Westminster platforms carrying a single line — stop late payments drowning small business — over an image of a small business submerged. Full motion on the D6 estate let the creative land in the seconds a passenger spends facing the screen.
The work
Formats used
Stations nearby
Locations close enough to have run as a cluster with this campaign.
How this kind of campaign is planned
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