Winner Winner! Creativepool Annual 2024

We’re very pleased to have won two awards at this year’s Creativepool Annual Awards!

Creativepool provides a global base for everyone in the creative industry to get connected – from agencies, to clients, to recruiters, and even art buyers. Each year they provide an opportunity for the best work to win a place in their Annual.

Our ‘Making the UK domain the ultimate British business ally‘ campaign has won:

• People’s Choice Award (as voted for by the Creativepool community) for the Data category
• Silver Award in the Effectiveness category

It’s well-deserved recognition for our fantastic team and the excellent work that they’ve done in collaboration with Nominet! It’s equally great to be recognised by both the judges AND the wider Creativepool community!

About the award-winning 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.