Upgrade my platform
Nucleus’s first campaign was designed to raise brand awareness and generate leads.
Our brand perception needed updating – we were no longer just a punky start-up, but a much larger and continually profitable business.
So we based the campaign on the strength of our technology – which even in 2014 was far slicker compared to other platforms; it was built on a single, efficient system that could be updated more quickly than older platforms.
The campaign encouraged advisers to upgrade to Nucleus to ensure their business is set up for the future, rather than risk getting left behind. We based it around defunct technology highlighting our modern and usable approach.
We sent three direct mail packs throughout the week that included a cassette tape, a floppy disc and a camera film and invited people to log onto to our retro-themed microsite. Here we captured details by inviting people to nominate their favourite piece of defunct technology.
By basing the theme on the bigger issues – technology and the pace of change – we created huge interest and coverage. Alongside follow-up emails, social media and press coverage we hosted a Tweetchat and held a round table discussion with Money Marketing.
Winner – Campaign, Investment Marketing and Innovation Awards, 2014