The focus for 2014 was collaboration: Nucleus is still the only UK wrap platform built and driven by advisers and we wanted to bring that to life.
Rather than use a predictable ‘missing piece of the jigsaw’ metaphor we turned to Star Wars Lego characters…
We showed that in the same way as the Star Wars rebel alliance is nothing without Luke Skywalker, the Nucleus platform is nothing without advisers.
We sent a personalised direct mail pack featuring mini Lego figures of Han Solo and Princess Leia with the hero – Luke Skywalker – missing. The recipient had to claim their missing character by submitting their details online.
Our social and digital messages supported these calls to action inviting people to leave the dark side (their current platform) and join the #nucleusrebellion.
The campaign resonated heavily with the age group of our target audience. It also went live at the same time as casting for the seventh Star Wars film hit the press…
Winner – Best Direct Marketing Communication, Money Marketing Awards 2015
Winner – Digital Marketing Campaign of the Year, Investment Marketing and Innovation Awards 2015
Highly commended – Open Innovation, Investment Marketing and Innovation Awards 2015
Winner – Business to Business, The Herald Scottish Digital Business Awards 2014
Winner – Best Use of Social Media, The Herald Scottish Digital Business Awards 2014