Here at Evil Empire Marketing, our henchpeople come fully equipped with the cameras, microphones and soft skills needed to conjure professional, empire-worthy content.
We also partner with production companies to produce high-quality TV advertisements for our clients.
Yeah, that’s right. We can help turn your business into a TV star! From crafting diabolically good advert concepts to securing prime channel ad slots, our team has everything required to bring your brand directly into your customers’ living rooms.
This is exactly what we achieved for our client Permaframe when they approached us with a mission: to produce a TV advert for Black Friday.
Read on to discover how our team plotted, produced and promoted a broadcast-ready campaign.
Background:
Permaframe helps homeowners enhance their properties. The family-run business supplies and installs windows and doors in a vast variety of styles and colours, delivering exceptional security and performance.
As seasoned experts in home improvements, they serve homeowners throughout Somerset, including Bath, Bristol, Exeter, Taunton and Yeovil.
Known for their efficient, no-fuss service, Permaframe provide tailored solutions to suit each customer’s needs. With a substantial 20-year guarantee, they pride themselves on delivering reliable, distinctive and carefully crafted home improvement services.
Empire-worthy ambitions:
Permaframe approached Evil Empire with a clear objective: to launch a compelling TV advert ahead of the Black Friday, capturing attention and showcasing their services across their target region.
To achieve this, the client required our henchpeople to:
- Develop a TV advert concept that aligned with industry standards
- Identify and secure the most strategic ad placements using data-driven insights to select the most impactful channels and timeslots
- Collaborate with a professional advert production company to create a polished, high-quality TV advert ready for broadcast
Discovery:
Already well acquainted with Permaframe and their goals, the Evil Empire team wasted no time setting their plans in motion. With just six weeks to bring the project to life, time was of the essence to execute the scheme.
The team connected with Susanna Boccaccio, Company Director at Brilliant Trees Media – a production company that had previously created adverts for other members of the Conservatory Outlet group.
Following an initial meeting with Susanna, we began exploring several possible approaches for the advert.
Armed with fresh ideas, the team returned to the lair for further research before regrouping for another brainstorming session. During this meeting, several potential concepts were discussed.
Sample running orders and draft scripts were developed for each concept to explore how they might work on screen.
Ultimately, the team determined that the testimonial-focused approach would deliver the strongest results, on the condition that a suitable property and willing contributors could be identified.
Evil Empire’s henchpeople get started:
With the concept agreed, the Evil Empire team set about executing the plan. Producing a broadcast-ready TV advert within a six-week window required careful coordination, a little creative cunning, and collaboration with a few partners along the way.
1. Finding Contributors and Properties
The first challenge was identifying suitable properties and homeowners willing to appear in the advert. While this proved tricky at first, the team eventually uncovered the perfect candidates.
The Evil Empire team conducted interviews with both contributors to assess their suitability for the advert and gathered additional photographs of their homes to support planning.
With strong contributors secured, the team confirmed the testimonial-led concept and moved forward with the project.
2. Script Writing and Approval
The team crafted a script for the advert, which was submitted to Clearcast (The body responsible for approving TV advertising before broadcast).
Clearcast returned with a detailed list of requests to support the claims made within the advert. To satisfy these requirements, the team assembled supporting documentation including receipts.
With the necessary evidence compiled, the script was resubmitted for approval, allowing production to progress.
3. Securing the TV Advert Slot
While the script was being reviewed, the Evil Empire team turned their attention to securing broadcast airtime.
Initial conversations were held with ITV to explore available advertising slots based on the client’s target postcodes and audience reach. After reviewing options and quotes, the decision was made to work with media buying specialists DigitalKOG, who secured the most suitable advertising placements for the campaign.
4. Preparing for the Shoot
With contributors confirmed and script approval underway, preparations began for filming.
The advert required additional cast members to portray a couple visiting the Permaframe showroom, alongside a staff member guiding them through the space. These roles were filled by a combination of Permaframe team members and a professional actor already known to Evil Empire.
Location agreements and contributor release forms were arranged through Brilliant Trees, while filming logistics were finalised during a pre-production meeting. Interview questions were prepared ahead of time, and contributors were briefed on what to expect during filming, ensuring everything ran smoothly on the day.
5. Filming and Post-Production
Filming took place across two carefully coordinated days.
- Day One included filming at the second contributor’s property, followed by scenes shot at the Permaframe showroom.
- Day Two focused on the main testimonial, capturing interviews and footage at the first contributor’s property.
Once filming wrapped, the advert entered post-production with the Brilliant Trees team. At the same time, DigitalKOG confirmed the advert’s broadcast slots, ensuring the finished advert would soon reach viewers across the region
The results:
With filming complete and final approvals secured, the advert was delivered on schedule and successfully broadcast within the allocated deadline.
Thanks to careful planning, collaboration with production partners, Permaframe’s TV advert made its way onto screens across the region.
Most importantly, the client was delighted with the finished advert and the smooth execution of the project.
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