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

WINNER

WINNER



Client: The Jacob’s Bakery



Agency: Clarke Hooper Consulting



Copywriter: Maris Silis



Art director: Warren Moore



SECOND



Client: Guinness Brewing



Agency: Brann



Copywriters: Jon Dytor, David Washer, Mark Beeching



Art director: Jon Dytor



THIRD



Client: International Distillers & Vintners



Agency: IMP



Copywriter: Marcus Park



Art director: Andy Regan



WINNER



Club biscuits compete in a sector where nearly half the volume goes into

lunchboxes. Jacob’s winning entry exploited this fact by targeting

primary and secondary school music teachers, as well as schoolchildren,

parents and relatives with a wrapper collection scheme. The special

wrappers could be redeemed for musical instruments, which the school

could select from an extensive catalogue.



The judges applauded both the understanding of the marketplace, and the

quality of the promotional material, which produced ’impressive

results’.



Through a mixture of a hotline number on wrappers, telemarketing, and

mailing an authorised list of music teachers, 24,500 schools were

persuaded to register for the scheme. All were sent a collecting kit,

instrument catalogue, and music teaching resource book.



By the end of the programme, 56% of the schools had claimed 36,000

instruments, with a retail value of pounds 800,000. Sales of Club

biscuits increased by 52%, moving the brand into second place, ahead of

Penguin. Household penetration increased by almost 70%, to 11.2%. The

company has also built a comprehensive database for similar activities

in the future.



SECOND



Smarting from losing market share to Murphy’s in 1996, Guinness planned

an integrated campaign for early 1997 with four key messages: St

Patrick’s Day is approaching; it’s a great excuse to party; you don’t

have to be Irish; but Guinness is an essential ingredient. The campaign

included DRTV, which generated around 25,000 responses, and a fulfilment

pack for 18- to 34-year-old Guinness drinkers. Draught achieved its

highest-ever bi-monthly market share.



THIRD



More than 90 products have been launched in the alcopops and related

sectors in two years, so grabbing the attention of trade buyers for the

birth of Street Car was going to be difficult. They received a sack

labelled ’Handle with care. Gator egg’. Inside was an imitation

alligator egg containing a sample bottle. The accompanying literature

was headlined ’You won’t believe how big these babies will get’. Street

Car has achieved listings in 75% of key accounts.



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