Global accounting software provider Xero has launched a new campaign that champions the true heroes helping Australian small businesses succeed – accountants and bookkeepers.
Tapping into the combined power of APN News & Media, the ‘It pays to add a Xero’ campaign sees Emotive join forces with Adshel and ARN to create a truly integrated and localised strategy across online video, radio and out-of-home that aims to entertain, educate and engage the core Xero audience.
The hero video shows a fledgling pizza parlour transform into a thriving small business with the addition of a certified Xero adviser, supporting the notion ‘It pays to add a Xero to your bottom line’.
Simon Joyce, CEO and founder of Emotive, said: “Emotive, working in collaboration with Xero, led the core strategy and social content creation for this campaign. Our challenge was to leverage the hero video creative and transform this into platform specific edits that seamlessly connected with the radio and outdoor creative executions. The results to date highlight the power of this integrated strategy.”
Xero’s managing director, Trent Innes, said certified Xero advisers can help small businesses thrive.
“Only 51 per cent of businesses survive on a five-year journey. But if they are on Xero, 88 per cent of them survive,” he said.
“We believe one of the key reasons for that is 92 per cent of small businesses on Xero have an adviser. This campaign brought to life and celebrated the importance of that relationship.”
Stuart Van Eysden, director at Resolution, said it was great having a client who wanted to push the boundaries stylistically and who pushed the company to come up with new ways to shoot things.
“There were also a number of effects shots we could have done digitally, that we did practically,” he said.
“I think we’re so used to seeing digital effects these days that the practical ones are now the ones that stand out and make people wonder how they were done.”