Challenge

Champion Britains small businesses.

Work

On Black Friday, while major retailers slashed prices, insurer Simply Business declared ‘Bleak Friday’ - a state of emergency for small businesses. Our Small Business Extinction List, showed just what businesses might disappear and what their extinction would actually look like. To highlight the message, we blacked out storefronts and transformed an at-risk local pub into The Extinction Arms.

Impact

We disrupted Black Friday media coverage and small business conversation with 197 pieces of national coverage and 7.5M reach across traditional and social media. We positioned Simply Business as a champion of small businesses with a 130% increase in share of voice of small business coverage.