Marketing Design Awards: Direct marketing

Winner

Client: Interoute

Agency: Bite

Commended

Client: Habitat

Agency: EHS Brann

WINNER Interoute, Europe's biggest voice and data network, wanted to produce a communication that would relaunch its brand, and insisted that the campaign be lead-generating, rather than just awareness-raising.

Previous advertising in this sector had focused on user frustration at the technology, but Interoute's agency, Bite, concentrated more on the benefits of what could be offered.

In developing a positioning for Interoute as the 'expert's expert', the direct marketing campaign was designed to show the substantial savings the company could provide.

The design exceeded target by generating 37 contacts, with an average conversion rate of 17% across four countries.

COMMENDED

The design work used in the direct marketing campaign for Habitat's Sale needed to create a recognisable identity for what had become one of the retailer's foremost marketing tools.

The mailing design created by EHS Brann focused on a stripe device, against which individual products could be showcased.

The graphical execution used in the mailing showed the text 'sneak preview' through the recognisable 'Sale' stripes. For Habitat customers, the stripes device has become synonymous with the Sale.

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