Client:
Opportuni

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Launched 10 days before the start of the first lockdown in 2020. Now on track to become the first billion-dollar business in Tees Valley.

OPPORTUNI’s first product – a tender match platform – uses artificial intelligence and machine learning to connect hundreds of bid portals with SMEs looking for relevant tenders, offering game-changing opportunities to this market for the first time.

OPPORTUNI partnered with us for the new product launch, with the goal of driving a specific volume of qualified leads to its website by the end of 2021.

Initial PR objectives were:

  • Position OPPORTUNI and its CEO as experts in bid writing and tech
  • Tell the story of the product through customers’ success stories
  • Increase trust in the new brand amongst target audiences

We began with a research programme studying the target audience. This informed our advertising creative and channel strategy, which comprised:

  • An LBC Radio campaign (including a competition)
  • Programmatic advertising
  • Sponsored articles, solus e-shots, joint webinars and print advertising in relevant trade publications
  • Lorry advertising
  • A highly targeted social media campaign across Facebook, Instagram, Snapchat, TikTok, LinkedIn and Twitter
  • Event sponsorships

 

500% growth in 6 months

“Narrative has brought to the table a range of ideas and suggestions, not just for how to allocate the spend but also for how we best use the spend, including creative to maximise the impact of the activities”

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.

Results

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.

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