The Challenge

Communicate the key brand message ‘to keep people safe at work’, firmly establishing Arco’s brand leadership amongst niche H&S audiences.



Arco had redefined their brand proposition, but with limited brand support in recent years they needed a high impact brand campaign to firmly cement their market leading position

We needed to show quantifiable gains in brand awareness and other key brand health metrics specifically around quality, expertise and range.

The Solution

Leverage video content to bring emotion to a category largely populated with rational messaging. An emotive video-led strategy would stand out & bring the comms to life. 

Premium TV would reach our core audience at scale, but mindful of ‘wastage’ for a highly targeted B2B message, targeting exactly the right audience was key. Analysing the media habits of decision makers with budget responsibility highlighted efficient TV channels / programmes for a bespoke channel plan across authoritative News, Sport, Documentaries & Lifestyle channels. Mosaic FSS and ACXIOM segments informed a highly targeted plan across BVOD, Sky AdSmart, Sky Advance & short form VOD on digital platforms, extending reach whilst aligning with highly engaged premium TV / digital media moments. Wider digital activity with an audience first strategy (job role, company size, vertical sector) across YouTube, Linked-in, Social and Programmatic. Skins, high impact display/video delivered standout and extended reach across multiple touchpoints.

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