How Mooch Built a Campaign for Greater Birmingham Chambers of Commerce

Greater Birmingham Chambers of Commerce needed a bold campaign to raise awareness of its brand and attract new members across the region.

The Challenge

The campaign had to be memorable and flexible, and work across digital, print and public spaces, from online advertising to billboards and radio. It had to speak to every kind of business owner, from startups to established firms, and avoid the clichés of corporate campaigns: people in suits and office boardrooms.

The Approach

Mooch built the campaign around one proposition, Built for Business. It allowed targeted messages for every type of business owner, whatever their size or sector.

The messaging was paired with photography of real business people and members of the public, in place of the generic, staged imagery of most corporate marketing. The campaign was designed to run across Birmingham's public spaces, print ads, radio and online channels, reinforcing the Chamber's position as a partner for business growth.