Our job was to create a campaign which would reach out to consumers and tradespeople in Wales to inform them about the benefits of TrustMark – a Government endorsed mark of quality designed to connect consumers with approved tradespeople.
We realised from the beginning that consumers use a variety of sources to seek out information about quality tradespeople, whether from recommendations from friends, or other means. However, a significant number also turn to search engines to get this information. Therefore, it was necessary to capture the consumers’ attention with Google Adwords, in addition to engaging with social media and general promotion activities.
We understood very quickly that one of the most appealing things about TrustMark was the clear benefits it could provide for both consumers and tradespeople. Consumers want someone they can trust, and tradespeople understand that quality approval can bring them more business.
The name TrustMark became a great asset when it came to formulating the creative ideas. At the time, the name lacked public awareness—but by combining the name with a familiar idiom—the line “Don’t Trust any Tom, Dick, or Harry” was developed, and became even better when it was refined to as “Don’t Trust any Tom, Dick, or Harriet…TrustMark”. A series of fantastic creative ideas flowed from this line, including website banners, print adverts, and two animations, in both Welsh and English.
The campaign increased traffic to the TrustMark website and awareness about TrustMark itself, with a combination of catchy online animations, banners, press, social media, and the use of professional networks such as LinkedIn.