As we now near the end of month two in lockdown in the UK businesses are having to reckon with a year that looks decidedly different to that which they planned for a few months ago. An economic crisis looms so, for the brands, businesses and media companies that are succeeding, many are looking to how they can best support others that may be struggling. Arguably there is no better way to build your brand in a crisis than do what you can to support the communities you serve. 

Sky Media, the advertising sales arms of Sky, is one such business stepping up to this challenge with the launch of SME100, an AdSmart support scheme for SMEs to help them not just survive during the crisis, but to also thrive. The £1 million fund will offer 100 businesses TV ad campaigns created via AdSmart, with the maximum length of ad at 30 seconds.

Alongside this, Shutterstock is offering the brands free access to its content for use in these particular TVCs while creative execution of the ads will be supported by local creative agencies. The aim is to boost local and smaller creative hubs by creating remotely shot, cost-effective but brilliantly creative ads. The nature of the AdSmart technology means that the ads will only target the audiences that matter to that particular business ensuring maximum relevancy and accessibility for each brand.

The scheme is open to SMEs that have been running for at least a year in the UK with up to 50 full time employees. Brands can either be nominated by their customers or can put themselves forward and they must either be new to TV advertising or have not advertised in the last 12 months.

As part of the community spirit being fostered under lockdown, Sky Media is encouraging people to highlight businesses in their local area that could use support during this time, whether that’s garden centres, restaurants pivoting to takeaways or yoga studios operating online. The fund wants to award businesses who would benefit from the exposure that TV advertising would bring them, particularly during a time when TV consumption has significantly increased.

David Sanderson, Director of AdSmart Local & Development at Sky Media remarked on the situation: “SMEs are the lifeblood of our economy, making up 99.9% of all business in the UK. We know that although there are economic slowdowns, people are still spending money and we want to help brands connect to these audiences. This initiative is about giving businesses confidence in advertising and their ability to succeed no matter the situation.”

While the government has announced several ways that they are supporting SMEs from £12.3 billion in grants and government guaranteed loans of up to £50,000, there can be no doubt that businesses like Sky Media offering their support aren’t only welcomed but feel almost necessary. The SME100 is a further example of the power of collaborative creativity to keep business moving during this ongoing crisis.