Direct choice: Moet Hennessy

Data-acquisition mailings - yawn.

Way down the list of sexy direct marketing briefs, these types of mailing are often awful, but not this one. Not atypically, it offers me a prize as an incentive to expose my deepest secrets, but this is a whopping great prize, so it immediately stands out and feels worthwhile. Its second trick is to wrap the whole thing up in a nicely brand-enhancing way.

To get my mitts on a rather seductive ú10,000 I must, it says, share 'my perfect moment'. Slightly disturbingly, this conjures up strains of Martine McCutcheon's debut single (what do you mean you can't remember it?), which is odd when you consider Hennessy's position as the drink of choice for the likes of Dr Dre. It also makes me feel a bit pressured because we all know that anything to do with George Clooney/shopping/the Maldives would be so obvious.

However, Hennessy's upmarket characteristics come across loud and clear. This mailing doesn't just deliver names and information on drinking habits, it warms the reader to the brand.

My only sticking point is confusion about the attached button. Does it want to know what pushes mine? Ah, hang on - it stands between a fully clothed person and a swim in a waterfall. A tad confusing, but quality production values and a genuinely fab prize make a simple data-acquisition mailing something much more. - Mailing: Archibald Ingall Stretton.


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