Change Needed

Free money should sell itself. It rarely does. The Government of Jersey had put up to £75,000 per business of grant support on the table to help boost island productivity. This was the first time this had ever been offered. Maching investment pound for pound, grants could cover everything from new kit, to investing in skills and finding smarter ways of working. Jersey Business were tasked with building awareness, understanding and getting the funding applications processed efficiently as once the money was gone, it was gone.

With two brands in the mix, Government of Jersey and Jersey Business, we had to find a way to communicate clearly, with impact and no ambiguity. We needed one idea, understood instantly: you pay half, we pay half. And for applications to start immediately.

Our Solution

Our campaign went all in on the one word that mattered: half.

We’ll Fund The Rest did the heavy lifting in four words. Half a laptop. Half a tractor. Half a coffee machine. The picture stopped halfway and the headline finished the job, so people got the offer before they’d finished reading.

A clean lock-up gave the government and Jersey Business their own roles without a fight for space. One was funding it. One was making it happen.

Then we took it everywhere business owners go:

• Outdoor. Roadside banners, digital screens. Places that would stop people mid-stride.
• Experiential. Branded Boost Bars handed out at business events.
• Merchandise. Giveaways that kept the offer on desks long after the event.
• Advertising. Print and digital ads with one job: get people checking their eligibility.
• Animated digital. Motion graphics that turned the eligibility rules into seconds of scroll-stopping content.

The Results

The campaign exceeded all expectations, smashing application targets and generating significant word of mouth. For every £100 awarded by Government, local businesses invested an additional £190 of their own private funds. More than 1700 individuals attended BBP events, briefings and workshops. The fund was fully allocated before the year end deadline.