Everest: TV Advertising is Dead, Long Live TV Advertising
Everest wished to double the size of their business just as the recession hit. With a heritage founded from the 1980s ‘Ted Moult’ adverts, Everest was tainted with outdated perceptions. The decision was made to reintroduce TV brand advertising using a fresh presenter, in order to reinvigorate the brand. As a result, since 2007 Everest’s core product sales have grown 5.39% in a market that has declined 24.27%. Econometrics shows that the campaign has contributed c. £45.6m in sales and a payback close to 4:1. Moreover, the TV campaign heavily boosted internet leads, both directly and indirectly, which together have meant Everest was able to continue outperforming the market.