Launching A Time First TV Advert in the Care Sector
Project Objectives
Just Live in Care approached us with two main objectives: to drive more local leads for their care services and to significantly raise brand awareness within their target communities. As a care sector provider, their goal was to be top-of-mind for families seeking compassionate and reliable live-in care. By investing in a professionally produced TV advert, they aimed to reach new audiences and strengthen their reputation as a trusted care company.
Our Solution
To meet these objectives, we developed and delivered a 30-second TV commercial (TVC) designed specifically for Sky AdSmart. This platform allowed us to target local households with precision, ensuring the advert was seen by families most likely to need care services. Additionally, we maximised the campaign’s value by repurposing the TVC assets for use across social media channels and the client’s website, extending the advert’s reach and supporting a consistent brand message online.
"Thank you for making our vision of care with choice and voice come alive. You were all amazing!"
Production Process
Pre-Production
Our pre-production phase began with collaborative scripting sessions, where we worked closely with Just Live in Care to ensure the advert’s messaging was both compliant with industry standards and emotionally engaging. We then developed detailed storyboards to visualise the narrative, highlighting the core values and unique selling points of the care provider. Casting was a critical step, as we selected actors who could authentically represent the warmth and professionalism expected in the care sector. We also sourced real home settings and selected props that resonated with the target audience, creating a welcoming and relatable environment.
Filming
The filming stage was carried out over two days with a dedicated crew of professionals. Our team managed every aspect of production, from technical setup and lighting to coordinating actors and ensuring smooth client communication. Hair and make-up and dog handlers were in action and our on-set processes were designed to deliver high-quality footage efficiently while keeping the project on schedule and within budget.
Post-Production
In post-production, we handled everything from editing and sound design to colour grading, ensuring the final advert met the highest broadcast standards. We secured full Clearcast approval, a mandatory requirement for UK TV advertising, guaranteeing the advert’s compliance and readiness for broadcast. The finished TVC was then delivered in multiple formats for TV, social media, and web use, providing maximum flexibility and reach for Just Live in Care’s marketing team.
FAQs
How long does it take to produce a TV advert for the care sector?
Most TV adverts, including those for care companies, can be produced within 4–8 weeks from initial scripting to final delivery. This timeframe includes planning, filming, editing, and securing necessary approvals.
What’s the benefit of using Sky AdSmart for TV advertising in the care industry?
Sky AdSmart enables highly targeted TV advertising by allowing marketers to select specific locations, demographics, and interests. For care providers, this means your advert reaches families and individuals most likely to need live-in care, resulting in better lead quality and improved return on investment.
Can a TV advert be used on social media and websites?
Absolutely. We repurpose all TVC content for digital platforms, ensuring your message stays consistent and reaches audiences across multiple channels. This multi-platform approach increases visibility and supports ongoing brand engagement.
Is Clearcast approval necessary for care sector TV adverts?
Yes, Clearcast approval is required for all TV adverts in the UK. This process ensures your advert complies with advertising regulations and is suitable for broadcast, protecting your company’s reputation and investment.
How do you manage casting and location sourcing for care company TVCs?
We handle every aspect of casting and location sourcing, selecting actors and settings that reflect the values and professionalism of your care brand. Our goal is to create authentic, relatable adverts that resonate with your target audience and build trust.