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AIA

ICAEW begins big screen advertising campaign

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15th Oct 2007
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Today sees the start of the ICAEW’s first cinema advertising run. Aimed at winning over student members, the advert will run at student cinemas up and down the country over the next six weeks. Titled “Blah won’t get you far,” it promotes the ACA as the natural language of finance. Rob Lewis reports.

The cinema advert supports a student-orientated campaign that the Institute began in June, and will be encompass the national press, business press, postcards, student websites and viral marketing. The ICAEW will also be advertising pitch-side at Twickenham (capacity 80,000) during the autumn covering fixtures.

This is the first time an accountancy body has advertised using the moving image. The “Blah” ad will be screened in 23 cinemas on or near university campuses across the UK. Sue Best, the Institute’s marketing director, said the ad was “hopefully not something you would expect to see from the ICAEW.”

The campaign was handled by the Institute’s Leicester-based agency Big Communications, who also count Virgin and the Alliance and Leicester amongst their client base. Film buffs might like to know that that Big commissioned The Gate Films to make the ad, which is directed by two young Glasgow School of Art graduates called Tom Shrapnel and Rory Lowe (Tom Shrapnel is the son of RSC actor Jack Shrapnel, and the grandson of Oscar-winning actress Deborah Kerr).

It is reported that three more such ads have been produced and are awaiting release.

Watch the Institute’s first ad " target="_blank">HERE (requires headphones/speakers).

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