Campaign

What we do

Campaigns are no longer the hostage of blue chip advertising agencies, the digital revolution has forced brands to compete on multiple disciplines to be heard in an ever noisier word. And yet the core principals of campaign advertising remain, where products are sold, behaviours are changed, loyalty is made and brands are built. With meaningful messaging, striking visuals and an effective mix of media we can help deliver your compelling campaign.

Our Campaign advertising services include:

Outdoor, Out of Home (OOH) and Digital OOH
Social media campaigns
Guerrilla marketing and ambient campaigns
Radio and podcasts
eMarketing and direct email

A graphic to represent advertising in campaigns.

Advertising must engage in a constant battle for your attention. An ad has to grab its viewer in a fleeting glance and visually seduce them to look a little longer, just long enough to get a message across and be memorable.

Outstanding advertising is often the marriage of intelligent headline copywriting and beautifully art directed imagery. It’s about magical ideas and visual tomfoolery.

At Carbon we love clever conceptual advertising, it’s one of our favourite things to work on. Creating successful advertising is perhaps one of the most challenging areas for a creative agency because it requires total focus.

The key to success is to cut through the noise of other advertising and form a context that takes our audience by surprise.

A graphic to represent catching the user's eye in campaigns.

When expertly executed, conceptual advertising will stop us in our tracks, jangle our brains and make us think ‘What does that mean, there’s a problem to solve here…’.

It’s the pause, the look sideways, the second glance followed by the ‘ahh moment’ that solves the visual riddle and releases us from our slight confusion. All is right again in the world, we pat ourselves on the back and commend the brand on it’s cleverness.

That thought provoking moment may stick with us for a time and we associate the product or brand with what we saw.

This is the power of advertising. Big brands are built on clever advertising campaigns, it’s how Coca-Cola persuade us to buy billions of cans of sugared water and Meerkats sell us car insurance.

Here’s how we break it down

We love conceptual advertising, and we’ve produced some award winning work in this area. Awards are indicators of great work but ultimately the creative approach on a campaign has to be effective as well as attractive.

We have a simple rule of three that we never lose sight of…

Offer – what is the great offer to your customers?
Reach – how far can your advertising reach extend?
Brand – what is your brand differentiator and how do we enhance it?

Get all these right and your campaign is destined for greatness.

A graphic that shows our process in Campaign projects.

A business card with the word Eureka written on it.

Rule of three, and the sexy six

You have a goal to reach, a thirst for success but it could feel like reaching for the moon… Hitting that campaign sweet spot requires careful planning, creative thinking and a sexy six step process… ok, maybe it’s not that sexy but indulge us in our superlatives, we’re in advertising land here…

A graphic to represent contacting us in campaigns.

Research – defining your offer

Long before the creative is considered it’s important to perform a little research to determine your audience, their wants, needs and desires, what we can offer them (your offer) and how we can reach them (your advertising reach). Research can take many forms, for a large campaign we could commission a dedicated market research agency to provide insight, for a small campaign research could be as simple as a guided questionnaire to current customers.

Get in touch

A graphic to represent kick off meetings in campaigns.

Budgeting – understanding your reach

Advertising can quickly get expensive, especially if we consider high profile media such as outdoor, radio and video media so an understanding of the budget available right at the start of the project can help guide the media buying. A media equivalent of a carpet bombing approach is the thinking of yesteryear and with so many media options available a targetted and sustained campaign can be far more cost effective.

A graphic to represent quoting campaign work.

Objectives and measurement criteria

It’s critical for us to know the goals for a particular advertising project and they should be be documented ahead of time. While ambitious plans are good, it’s also important to understand what constitutes a realistic advertising campaign for your product, service or message. In terms of measurement, increased sales of a product or service are an obvious method, less tangible objectives like brand awareness or behaviour change are much harder to quantify and may require follow up research.

A graphic to represent collaborative tools in campaigns.

Media buying and placement

Outdoor media and press advertising are effective on consumer audiences, as are TV, radio station. Digital advertising such as on platforms like YouTube, Instagram, Facebook, X (Twitter), Google PPC and even web banner advertising can yield great measureable results. If your organisation has a short geographic reach then we’d look at more localised campaigns.

Campaign creative – your brand differentiator

This is where the magic happens, we’ll design a compelling advertising campaign that delivers on all the research, budgeting, brief, objectives and media buying plans to give the best creative bang for bucks, as our American friends would surely say! We go through our standard set of creative processes taking all of the above into consideration.

Campaign go-live, measure, monitor, fine tune

So our campaign power of three strategy is all set to go. Firstly our great product or service offer, secondly our optimum advertising reach and thirdly our outstanding brand creative. It’s time to hit the launch button, media goes live, social posts scheduled, measure the analytics, monitor the sales, feedback and fine tune.

A graphic to represent catching the eye with campaign work.

Award winning campaigns

At Carbon we’ve created effective award winning advertising campaigns. One of our ads was voted in the top 10 ads of 2015 by Guardian media experts. We love creating campaigns at Carbon, and we’re pretty darn good at them! Growth begins here, let’s talk…

Lets talk…

Campaign

What we do

Advertising

Catching the eye

Here’s how we break it down

Rule of three, and the sexy six

Research – defining your offer

Budgeting – understanding your reach

Objectives and measurement criteria

Media buying and placement

Campaign creative – your brand differentiator

Campaign go-live, measure, monitor, fine tune

Award winning campaigns

Let's connect

Stay up to date

Campaign

What we do

Here’s how we break it down

Rule of three, and the sexy six

Research – defining your offer

Budgeting – understanding your reach

Objectives and measurement criteria

Media buying and placement

Campaign creative – your brand differentiator

Campaign go-live, measure, monitor, fine tune

Award winning campaigns

GM Fire and Rescue Service | Bonfire and Halloween Safety Campaign

Keep Britain Tidy | Litter Reduction Campaign

Let's connect

Stay up to date