Department of International Trade
Exporting is GREAT
Trade is vital for ensuring the long term health of the UK economy. As such, HM Government has committed to support 100,000 additional UK businesses to sell their goods or services overseas by 2020. In May 2015, we were appointed as a strategic and creative partner to help mobilise the business community to achieve this goal.
The bull’s-eye target for the campaign was the group of SMEs who were not open to the idea of exporting. Not because they didn’t believe it would be good for their business, but because they didn’t believe there was any overseas demand for what they offered.
Our task was to turn this perception on its head and show them the reality; the demand is out there. We then connected them to export opportunities suitable for their business to inspire them to take action.
First, we designed an online hub that housed thousands of live export opportunities sourced by DIT from around the globe. Second, we used live multi-channel communications to drive people directly to them. The fully integrated campaign broadcast live opportunities through TV, radio, DOOH and display in a dazzling media takeover launched at the start of Export Week in November 2015.
It’s still early days, but already the campaign is cutting through and changing behaviour for the first time; of the 11,300 export applications we’ve had in the four months since launch, over 40% from new exporters and we continue to broadcast the opportunities as they come in. The demand it out there…