Client: Scotland Direct
Copywriters: Fiona Lawson, Arthur Bell
Art directors: Andrew Leigh, Paul Provan
Client: Motive (3 Suisses)
Agency: WWAV Rapp Collins
Copywriter: Rob Steeles
Art director: Caroline Jaggard
Copywriter: Kate Hinchcliffe
Art director: John Sheridan
Aware of a growing interest in good coffees, Scotland Direct - holding
company for Scottish Gourmet and The Whisky Connoisseur - tested the
water with a mail insert to existing customers, and a couple of
off-the-page ads in BBC Good Food. Despite the fact that world coffee
prices have doubled, the strong response has led to the establishment of
The Coffee Connoisseur, supplying coffee by post.
A response rate of 7.7% to the mailing to existing customers was
particularly gratifying to the company - economical, and proof that
customers trust it.
Initial orders totalled nearly pounds 13,000, which was twice the cost
of launching the programme. Brochures are now mailed at intervals of
about six weeks, and the first three drew a 19% response rate. ’A
complete new mail order business has been started for a tiny
expenditure, which was self-liquidating anyway,’ the company said in its
’The mail order coffee club is a stunning idea, backed up with wonderful
customer acquisition programmes,’ the judges noted. ’The results are
3 Suisses is an authentically French, slightly risque clothing
catalogue, aimed at fashion-conscious women under 45. The challenge was
to do what the La Redoute catalogue does, but cheaper, through a
hard-working creative approach. Full-page and quarter-page ads, in
addition to inserts, were used in women’s weekly and monthly magazines,
as well as Sunday supplements and listings titles, to attract enquiries.
In all, 64,000 requests for catalogues were generated, at a cost of
pounds 2.99 each - a third below target.
Product images ’morphed’ into each other in Lakeland’s first experiment
with DRTV. The company was the first in the mail order kitchenware
sector to use the medium, in a bid to counteract a gradual decline in
responses to its press inserts. It took the opportunity to test
terrestrial channels against cable and satellite, and different response
mechanisms. The lifestyle-oriented channels UK Living and Discovery Home
& Leisure were particularly effective. Orders totalling pounds 95,000
were 20% above target.