Fallon launches branding campaign for Usecolor.com

Fallon and Joshua have won the launch account for Color, an online service aimed at helping small businesses.

Fallon and Joshua have won the launch account for Color, an online

service aimed at helping small businesses.



Usecolor.com, which is backed by Royal & Sun Alliance, is positioning

itself as a service that provides professional assistance on issues such

as health and safety, tax, employment law and legal issues for small

businesses.



The service aims to provide advice through 80 qualified professionals

who will be on hand to answer queries 24 hours a day.



Fallon is launching a national branding press campaign, breaking this

week, which uses humour to broach subjects relevant to small

businesses.



Each execution comprises a few humorous soundbites of advice, such as:

’Five things they don’t tell you when you set up a business’ and ’I’m

the director of a massive corporate enterprise employing, oh, say, three

people.’ The ads direct consumers to the web address to order a ’get

going’ pack.



The work will be supported by direct marketing and online activity,

including a permission-based, e-mail strategy devised by Joshua.



Josephine Fawkes, the marketing director of Color, said: ’Color’s

approach is about talking to its audience in an engaging way. We are

offering practical advice to enable people to focus on becoming more

successful.’



The ads were written by Ed Edwards, art directed by Dave Masterman,

designed by James Townsend and shot by Salvatore Vinci. Media planning

and buying is through Manning Gottlieb Media. The Color brand identity

was created by Wolff Olins.



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