Misys Video In Print Campaign
From the UK's first ever video-in-print product to thought leadership sites: an array of approaches to make Misys the future of banking.
Overview
There’s no denying the banking industry has faced a turbulent climate in recent times. So when posed with the challenge to promote Misys – the leading global supplier of software solutions to the financial world – and its new core banking solution, BankFusion, an approach that would appeal to everyone in an altogether different way was considered necessary.
Enter video-in-print: bda’s hugely successful alternative to the often clichéd tactics in reaching decision-makers. Knowing such people would invariably be inundated and familiar with every marketing trick in the book, we opted for a book, or in fact a brochure, of a different kind – one with an incorporated screen that plays a video message on its opening.
In the case of Misys’ Future of Banking campaign, that video depicted Mike Lawrie, the company’s CEO, explaining how BankFusion provided banks with a much more agile core banking platform and setting the scene for subsequent marketing techniques executed by bda.
A thought leadership website was created, integrating search engine optimised content and a blog written by an industry expert. Emails following up the video-in-print mailer reinforced the message and invited those who hadn’t already done so, to visit the Future of Banking Site.
The project, started in February 2010, has generated more than 15,000 unique visits to the site, reaching the top three Google rankings for related search terms and prompted a following by more than 450 LinkedIn members, many of whom hold senior positions within the banking industry.
Website
http://thefutureofbanking.org.uk
