Best B2B marketing campaign by a small business - Runner up

Best B2B marketing campaign by a small business

Runner up: Asperity Employee Benefits

Agency: N1 Creative

Campaign: Asperity Launch

The key objectives of the marketing campaign were to:

- Establish an authoritative, credible profile

- Generate leads to support 12 new clients in 12 months

- Get Asperity onto the pitch list of every major company's HR director.

HR directors and senior HR managers within blue chip companies were the principal targets, as they choose who provides the benefit package. Finance directors and CEOs also needed to be convinced, as an organisation's benefits package requires funding and has a significant influence on corporate culture.

With limited resources, a national advertising campaign was out of the question and Asperity needed to appear solid and dependable immediately to gain respect and credibility with a cautious target market. N1 therefore arranged meetings with the BBC and BA and advised Asperity to win these clients ‘at any cost'. With two leading blue chip corporates as clients the foundation of Asperity's credibility was assured.