The brief

The Private Client Services (PCS Division of PricewaterhouseCoopers) recognised that their services weren’t attracting significant, emerging sectors of the market – high net worth individuals, entrepreneurs and family businesses.

The perception was that PwC only serviced ‘The big end of town’, while in fact, they were ideally positioned to assist this target market. Highway 101 was asked to create greater awareness of PCS among this important group.

What we did

Researching the sector, we noted that the competitive advertising tended to be very broad-based and generic. This lead to our creative strategy, which is based on the emerging entrepreneur market and featured carefully researched individual success stories that potential clients could identify with.

The print based campaign ran for just one month in NSW based magazines.

The results

The new direction exceeded all expectations. While increased awareness was the main aim, it also attracted immediate response from potential customers. Many contacted PwC upon seeing the campaign, and went on to become clients.

In fact, the income accrued from new clients actually exceeded the total cost of the campaign in less than three months.