THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: BEST DM CAMPAIGN - FINANCIAL SERVICES

WINNER

WINNER



Client: Ecclesiastical Insurance Group



Agency: Target Advertising



Copywriter: Paul Funnell



Art director: Robin Hammond



SECOND



Client: NPI In-Retirement Services



Agency: Millennium Direct



Copywriter: Phil Ray



Art director: Safa Arbabha



THIRD



Client: Lloyds TSB



Agency: WWAV Rapp Collins



Copywriter: Steve Rowland



Art director: Ed Gosney



WINNER



Whatever men may say about women behind the wheel, 91% of driving

offences are committed by men. Young males are a particularly bad risk,

which means that insurance companies shun the youth market as a whole.

Ecclesiastical Insurance, keen to avoid a head-on crash with the big

motor insurers, decided to focus on young women drivers, with a ’Just

for Girls’ campaign.



It is now the company’s top-selling product.



So strong was the initial response, in fact, that advertising had to be

reduced while capacity was increased.



The programme uses strong fashion imagery and has been promoted through

titles such as Cosmopolitan, Company, 19 and The Clothes Show

Magazine.



The advertising backed the theme that young women deserved a better

deal, using facts and figures to demonstrate that they were safer

drivers.



The marketing-cost-to-total-annual-renewal-premium has consistently

exceeded target, and the lapse ratio has also been better than

expected.



The judges praised the entry for its media choice and strong and

consistent images. It stood out, they said, in a category that was well

supported, but with few distinguished entries.



SECOND



War-time imagery of a ration book was used by NPI In-Retirement Services

to promote its extra income plan to people aged over 70, living in their

own homes in England and Wales.



Tested against an existing banker, the initial pack and a follow-up

mailing effectively doubled the response rate.



A ’grey power’ database was used, with selections from several lifestyle

lists to ensure accurate targeting.



THIRD



Aiming at a relatively unsophisticated customer base, TSB mounted a

campaign to persuade people with money in instant access and current

accounts that their money could be working harder for them - while

ensuring that the taxman didn’t ’take a bite out of your lolly’.



The integrated campaign used press and branch POP material as well as

direct mail, and 64,000 enquiries were generated. The cost per enquiry

via direct mail dropped by four-fifths compared with 1996.



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