A global awareness campaign for a technology brand built for better
Iress is a global B2B technology company that designs, develops and delivers solutions for the financial services industry.
After re-branding in 2019, Iress approached Silver with a desire to signal a change in the market – from selling individual products to presenting themselves as a solutions-based, strategic partner.
The objective was to develop and deliver a holistic awareness campaign and programme of marketing activity – leveraging the new Iress brand – to shift and strengthen their reputation in the market.
With significant growth targets set, Iress wanted to position themselves as a desirable technology partner and the buyers’ preferred choice across all verticals and markets.
A B2B strategy was developed, supported by a high impact, integrated campaign, to raise awareness of Iress’ extensive offering with a simple message – Iress is the technology brand helping financial services businesses perform better every day.
A 3-month programmatic and paid LinkedIn campaign was launched using detailed audience segmentation. This ensured a high targeting accuracy among investment management, financial advice, trading and mortgage lending.
Out-of-home advertising was launched at the same time to reach professionals at the heart of London’s financial district in the Square Mile. The ads covered Bank, Moorgate, Green Park and Liverpool Street for maximum impact, alongside a bespoke Office Towers pack to provide further highly targeted coverage.
"It was a tough brief: find a way to simply communicate the value of a global B2B tech business with a complex offer and diverse target audience, in a tight timeframe and a challenging budget, hot on the heels of a newly-landed but semi-defined rebrand. Silver rose to the challenge and delivered a campaign built on strong relationships, clear thinking, a strong creative platform and a clear way forward."