BSI : The One Year On campaign

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BSI, the business standards company, asked Bonfire to create an advertising campaign to highlight the benefits and address the perceived challenges of applying for two of its key ISO Accreditations.

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A year after refreshing two of its leading business accreditations, the ISO 9001:2015 in Quality Management and the ISO 14001:2015 in Environmental Management, the business standards company BSI asked Bonfire to devise an advertising campaign to dispel perceptions of the complexity involved in gaining ISO Accreditation and to sell the benefits of the refreshed standards, such as flexibility, relevance, and efficiencies. 

The aim of the campaign was to drive people to consider, engage and ultimately sign up to become ISO accredited to 'improve their business'.  We proposed an overarching campaign theme that would tie together and carry the messages of improvements in both ISOs, encompassing six adverts (three for each ISO), that would primarily be used on LinkedIn.

To create a campaign theme, Bonfire worked with BSI to identify six individual “reasons to believe” that would ultimately form the basis of six ad executions.  

As BSI brand guidelines are quite strict, we took the decision to embrace them and put them at the very core of our ideas.  A series of animated videos were designed and created that told our story by using key metaphors together with the BSI brand full stop as a character. Our primary objective was to ensure standout from other content on LinkedIn.  All six concepts were created and animated by the Bonfire design team and using Wipster as an easy portal to gain feedback from the client we quickly came to finished animations. 

The final videos successfully delivered the reasons to believe in BSI in a succinct and memorable way. 

To inspire trust, to comply with environmental regulations, to reduce waste, to increase your competitive edge, to attract new customers and to improve your business were all shared with the client to promote to their followers and specific target audiences.  The campaign was solely produced for LinkedIn with BSI managed the posting and promotion of the posts.

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