The "On time, on budget" campaign: Increasing awareness of The Portakabin Group's USP

Background:
Research has shown that when commissioning a building, a client's main concern is to have their project completed on time and delivered within budget. This is one of the unique benefits of the Portakabin modular building system. The company sought to increase market awareness of this through a direct mail and advertising campaign.

The company commissioned several agencies to produce concepts for testing across Europe. Only the concept that produced results would get the job...

Solution:
For clarity and impact, tests found that Advertising Copywriter's concept stood head and shoulders above the competition. That's why Portakabin chose the idea as the basis of their entire campaign.

So why does the ad work?
Let's try a little customer empathy. Imagine that you are commissioning a building project. Your main concern is that your project meets your deadline and that there is no budget overspend. Would this gain your attention?

Click on the images below to view the campaign: