Finalists! The Drum Awards 2024

We’re excited to announce we’re finalists at this year’s Drum Awards! Our brand awareness campaign for Nominet (Making the UK domain the ultimate British business ally), has been shortlisted in the B2B: Data / Insight category.

The Drum Awards showcase the best work of companies and people in marketing and media. It’s one of the world’s largest awards ceremonies in the industry, and the results are announced via a series of live streams and in-person events.

Congratulations to our team and our client Nominet, on this fantastic achievement.

The results will be announced in early November, so keep your fingers crossed for us!

About the campaign

Nominet are custodians of the UK domain name registry, and with UK domains losing market share to .com, they wanted to improve awareness and build positive perceptions UK domains to reverse the trend against .com.

So, we developed an integrated awareness campaign. The short-term objective was to prove the success of our content, channel and creative strategy by demonstrating meaningful change in the perceptions of UK domains, including trust, credibility, safety, professionalism and overall awareness.

Through market research we identified the challenges we needed to overcome and the SME audiences that were most likely to adopt a UK domain. Real-world personas paired with compelling messaging ignited FOMO, evoking the essence of necessity and success. Awareness of The UK Domain website increased by +93%, with perceptions of UK domains like credibility (+31%), trustworthiness (+25%), familiarity (+21%), and professionalism (+44%) all rising substantially.