Tom Howley's bold leap into TV turned a small budget into Boxing Day brilliance.
A swift, low-budget campaign that delivered high-impact results.
Tasked with producing Tom Howley's first ever TV advertisement in under two weeks, I leveraged existing iPhone footage from our archives to create a compelling narrative with minimal resources. The only external investment was in a professional voice-over artist, ensuring a polished audio layer without inflating costs. This accelerated timeline was driven by an opportunistic offer for discounted airtime slots between Christmas and New Year, strategically acquired for the South East of England, our core market region, to maximise relevance and efficiency.
Rapid production, real results
+26% uplift in southern showroom leads confirms campaign ROI.
With just 10 working days to submit the ad to Clearcast for approval and broadcast clearance, I managed the end-to-end process: directing the video flow, crafting the script, collaborating with the voice-over talent, selecting evocative music, and handling editing and colour grading. The creative brief centered on evolving our established brand identity by infusing emotive storytelling, forging an emotional bond with viewers, and reinforcing Tom Howley as the premier luxury kitchen brand that turns everyday moments into something extraordinary.
The results spoke volumes: Southern showrooms, exposed to the ad, experienced a 26% uplift in leads during the first month post-launch, followed by a 22% increase in the second. In contrast, northern showrooms, outside the broadcast area, saw only a 5% uplift in month one, falling to a 34% decline in month two, underscoring the campaign's targeted effectiveness and ROI.