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HVCA business plus advertising campaign

HVCA Business Plus is the ‘parent brand' or ‘umbrella brand' that arches over the seven companies names belonging to the Heating and Ventilating Contractors' Association (HVCA).

HVCA Business Plus was introduced in mid-2007 to promote the wide range of products and services sold by the HVCA group of companies – and the 'Plus' suffix implies that there's more on offer than you might think. To communicate this message, PRG created the advertising campaign theme "I didn't know you could do that!" The advert screamed out from the pages of various trade journals with this bold declaration and with the extraordinary image of a lady contortionist at a laptop.

In year two, and the emergence of tougher economic conditions, PRG retained the visual style of the first advert – a cut-out image of a distinctive individual against a white backdrop - but evolved the story to show a red-gloved boxer, beneath the heading "Give yourself the competitive edge." Again the adverts were unmissable wherever they appeared.

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