“Different Narrative brought a range of ideas to the table: not just for how to allocate the spend but also for how to best use the spend, to maximise effectiveness”
Tim Ward, CEO, Opportuni
“We used a rip/tear design to signify the brand’s mission of ripping up the rule book, tearing through bureaucracy and reinventing the procurement industry. This worked well in print and really came to life on digital channels, with animated programmatic and social ads reinforcing the tearing action and engaging the eye. We featured real business owners who had already benefited from the platform, which gave the creative an authenticity and social proof that was needed at this early stage of the brand’s lifecycle, and which delivered the added benefit of boosting business for them as well as for OPPORTUNI.”
Tony Lowe, Head of Creative, Different Narrative
Digital advertising capitalised on live statistics about the volume of public sector contract opportunities available in particular sectors and locations, to highlight what the target audience were missing out on.
PR activities so far have included:
- Engaging attendees at the North East Business Awards with a machine that invited players to jump into a wind tunnel and grab as much OPPORTUNI “money” as they could in 30 seconds. Everyone who played received a free product trial and was also entered into a prize draw to win a cash prize. A highly effective gamification of the client mission to enable business owners to grab growth opportunities through public sector contracts. Photographs of the game made the press the following day, growing brand reach even further.
- Launching a #FindPhil campaign on social media, which encouraged people to look out for OPPORTUNI lorries across the UK and to post a photo if they spotted one featuring happy customer Phil, to be in with a chance of winning a prize.
As soon as the campaign launched, the number of daily leads more than doubled and this level of engagement has continued throughout the campaign. Organic search traffic to the website has also steadily increased, showing that offline/brand awareness channels are performing as well as the activation channels.
Contract wins for clients have exceeded £500m in 2021, significantly boosting commerce across the UK in a crucial period for business recovery. Opportuni itself is on track to become the first billion-dollar business in Tees Valley, achieving over 500% growth over the last six months and forecast to employ 45 new team members by the end of 2021. It has been recognised with awards including Tees Tech Rising Star of the Year and DYNAMO Innovator of the Year, and was ranked number 42 in the Top 100 Most Disruptive Start-ups in the UK in 2021.