Under the creative platform “Things Change,” we used playful 1980s nostalgia, big hair, cassette tapes, shoulder pads to show how once-great investments like buy-to-let and high-interest ISAs had lost their shine. Octopus Choice was then positioned as the fresh alternative, backed by real property and a “money-where-our-mouth-is” approach (Octopus invests 5% in every loan).
Print ads contrasted nostalgic visuals with fading investment options, while advertorials in financial publications explored why buy-to-let was losing appeal. Throughout, we reinforced trust and transparency, giving investors a clear, informed view of their options.
LISTEN TO ‘REWIND BACK TO FOUR PERCENT’ 40” RADIO AD
Our TV and radio ads brought ‘Things Change’ to life through playful nostalgia. The TV spot featured a retro living room, with a voiceover drawing parallels between faded investment options and outdated trends. On radio, the VO’s witty tone reinforced the message, reminding listeners that, like fashion, some investments don’t age well.
In terms of DM activity, we redesigned Octopus’s product brochure to fully leverage the retro concept, transforming it into a seamless campaign touchpoint. With Octopus’s vast database of prospects, DM provided a direct way to reinforce the campaign’s messaging. A personalised letter tied the nostalgia-driven theme to the investment opportunity, creating a more compelling experience.
Email and social were the final pieces in the puzzle, visually leaning into nostalgia while keeping the conversation going. While print, TV, and radio grabbed attention, these digital channels made it easier for people to explore Octopus Choice in their own time. Social kept the message alive with shareable content, while email gave interested investors a direct way to learn more and take the next step.
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