How Xero's TCOB 3.0 campaign drove brand recall across 35 million impressions
The challenge
Before TCOB 3.0, Xero had built initial awareness among Singapore's small and medium businesses. The next move was harder: shift that awareness into deeper brand recall, the kind that makes a business think of Xero first.
Building on the learnings from TCOB 2.0, the team knew a consistent, repeated presence across the channels SMB owners actually use would matter more than any single hero moment.
Everywhere the audience looked
The "Take Care of Your Business" idea ran as a genuinely omnichannel campaign across digital, out-of-home, TV, radio, podcast and influencer content, planned on local insight rather than a media template.
It held a presence across 947 digital screens alongside strategic transit placements and prime-time TV and radio, stacking daily touchpoints so the same audience met Xero repeatedly through the day.
The Results
Recall built on repetition
Campaign Assets
The Creative Work