'Logica does it better' wins best use of direct mail for Logica

Financial technology specialist Logica was one of the first payments systems providers, but after 30 years in the industry its technology was seen as outdated.

Challenge

This, coupled with the financial meltdown last year meant that Logica realised it had to bolster its sales pipeline for the coming years. It wanted to dispel its out-dated perception, and open a dialogue with major financial institutions, ultimately by securing one-on-one meetings between prospects and Logica sales representatives.

Changing payments systems within banks is often compared to changing an aeroplane's engine in mid-air. Financial institutions can be wary of investing in new technology, because any system failure is likely to cause significant reputational and financial damage - another perception based hurdle Logica needed to overcome.

Solution

A highly targeted campaign was developed, blending direct marketing with tailored digital outreach to communicate to a select audience of decision makers. Activity was designed to engage prospects with vanity URLs, handwritten notes and personalised video messages from Logica sales representatives.