Five Arrows Business Finance
How bold creative thinking positioned an asset-based finance business as a stand-out leader…
The challenge
STAND OUT FROM THE CROWD IN A MARKET FILLED WITH ME-TOO BRAND PERSONALITIES
The strategy
Spitfire’s brief was to create and implement a new marketing strategy for asset-based finance specialist Five Arrows Business Finance (FABF).
Following business strategy workshops with the management team, creative themes and a communication strategy were presented and a final stand-out campaign was approved.
The approach
Underpinned by a new strapline, ‘Drawn to a Challenge’, the campaign combined classical imagery with contemporary graphics, creating a progressive, dynamic theme that screamed ‘leadership’.
A ‘gloves off’ approach taken by the creative execution was matched by an ambitious media plan that contrasted with everything that had gone before.
The execution
Full page ads, advertorial case studies and editorial coverage engaged both the intermediary market, as well as business owners and finance directors in a range of industries where relevant expertise was an advantage.
With the additional support of a prominent stand at key trade shows, regular email marketing and a digital campaign, FABF successfully repositioned its business and achieved impressive results within a short 18-month period.
Spitfire took great care to understand the needs of our business and delivered options that exceeded our expectations
Jeremy Guilfoyle,
Commercial Director, Five Arrows Business Finance
