Intelligence Awards 2004: Retail & Home Shopping/B2B

HIGHLY COMMENDED

Project: CACI and Aga-Rayburn Turn Up The Heat

Company: CACI

Client: Aga-Rayburn

HIGHLY COMMENDED

Project: Project Bird

Company: CMS

Client: Unilever

FINALIST

Project: Vodafone Accelerator

Company: Inbox Media

Client: Vodafone

FINALIST

Project: BT Business Plan Review Mailing

Company: Ogilvy One Worldwide

Client: BT

HIGHLY COMMENDED The launch of Aga's first electric oven was an event worth shouting about, but the venerable cookware brand found itself facing a two-fold challenge last year - not only to promote the launch but also to increase its annual sales.

In the event, it came up with a campaign that really did turn up the heat to produce some hot results.

Aga needed to reach 150,000 carefully targeted prospects nationwide with a direct mail campaign that would create awareness of the new product, generate interest and enquiries, and, ultimately, increase sales.

Tracking down these prospects was the first challenge. Its data partner CACI first profiled existing Aga customers to identify key characteristics, then refined these selections with its lifestage indicator PeopleUK. Finally, it further refined the geographic selections to find out which households had a mains gas supply and were also within store catchment areas.

Results were compared with the same period the previous year, the six-week period prior to the campaign, and with its autumn direct mail campaign.

The differences were outstanding. Overall uplift of response was double that of previous campaigns; the number of information packs sent out nearly trebled; telephone calls were up 40 per cent on the same period the previous year, and Aga was set to achieve 10 per cent of its sales targets by the end of the first half of the year. As a result, sales were up 114 per cent year on year.

HIGHLY COMMENDED

To encourage retailers to stock its frozen convenience foods and enhance recognition of its recent rebranding, Unilever subsidiary Birds Eye Walls used its data to vary the text and colour pictures in this direct mail campaign.

The strategy was developed by direct marketing agency Channel Marketing Solutions and the mailers were implemented by direct production house SR Communications, which used variable data imaging technology.

Based on an analysis of which products sold best in each store, selected retailers were sent one of 15,000 different mail packs featuring images and products that were individually tailored to the preferences of that store's shoppers. A personalised letter featured images of the products recommended in the text. These letters also encouraged the retailer to sign up for discounts.

Follow-up telesales by CMS encouraged retailer take-up and a tracking of responses was used for a second wave of personalised mailings. Birds Eye achieved a significant increase of active response levels .

In addition, the exercise has improved telesales efficiency. CMS regularly telephones and questions buyers, and encourages them to buy Birds Eye products that they do not currently stock, but are popular locally.

The use of variable colour images and the individualised recommendations in the copy also made it easier for the retailer to identify which products the telemarketer was talking about, thereby cutting the length of calls.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral
Chevrolet launches £350m Manchester United shirt deal with nostalgic video
Warburtons rebrands to 'Warbeartons' in Paddington Bear movie tie-up
M&S blames new website as non-food sales fall again
Top 10 skills for young creative talent: The Mad Men era of on-the-job learning is long gone
Pepsi Max calls on fans to take part in Kelly Rowland video
From mutton chops to manscaping, Gillette takes a trip through 100 years of male grooming
Digital democracy creation: how the marketing industry made its voice heard
Three prints spoof apology letter to hapless holiday-less consumers
Sponsors congratulate Novak Djokovic on Wimbledon win