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Making advertising more effective

Even when you place an advert in exactly the right place to be seen by your target audience, there’s no guarantee they’ll look at it. That’s why creativity in advertising is prized – but it’s crucial for the art of creativity to be led by the science of marketing. This multi-disciplined approach is evident in PRG’s recent ad campaigns for products as diverse as pensions, boilers, business services and a musical.

Advertising pensions

Pensions, most people will agree, are not exciting. But honesty in advertising is appealing to audiences and the British are known for their love of self-deprecating humour – and so it was with words alone PRG created this advert for Welplan, the leading provider of employee benefits to companies in the building services sector. Welplan’s corporate colours are blue and white.

Advertising a boiler

Keston Boilers, a premium brand previously known for manufacturing and installing boilers for light commercial and large domestic premises, entered the domestic market in June with its 30c model. Keston almost always sells to installers, not end-users, so this advertisement was designed for trade publications.

Keston boilers achieve exceptionally low flue gas temperatures, making possible the attachment of a type of flue piping that can be extended from the boiler much further than is possible with other makes of boiler. This means the installer doesn’t have to locate the boiler where there’s a short flue run to an outside wall, but can site it almost anywhere in the building. This, rather than the addition of another boiler to a crowded marketplace, is the product differentiation we highlighted in the words and design of the advert.

Advertising business services

Businesses hit by recession are becoming war weary, tired of seeing and hearing so many negative news stories. To shine out above these difficulties, being realistic but also positive, PRG’s latest ad campaign for HVCA Business Plus (the umbrella brand for the Heating and Ventilating Contractors’ Association’s group of companies) adopts the theme Here’s a big plus, making the brand’s red plus symbol the iconic hero of the campaign.

Advertising a musical

Chitty Chitty Bang Bang flew to the Congress Theatre in Eastbourne in August after four months at the London Palladium. To promote the show around the seaside town, PRG was commissioned to design a range of outdoors adverts. The star of the show was, of course, the star of the ads - the grand dame herself, Chitty Chitty Bang Bang.

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