Client: 3M Europe
Agency: Anderson Hearn Keene
Copywriter: Mark Berry
Art director: David Keene
Client: Tony Stone Images
Copywriter: Ken Richman
Art director: David Harris
Client: American Express
Agency: OgilvyOne Worldwide
Copywriter: Geoff Alderman
Art director: Robert Anderson
3M’s Image Graphics technology allows images to be as big as you like
and placed where you like. Literally, this can mean covering the whole
of the outside of a building, or the floor of a supermarket. Prior to
this campaign, the printers who use the product had been targeted. Now
attention switched to marketers and agencies across Europe.
Aware that pressures on the time of these busy people meant that it
would be difficult to secure appointments, an offer was made of a Book
of Big Ideas, containing case studies of successful campaigns using 3M
Image Graphics. The book gave enough information to raise curiosity, but
the objective was to encourage the target audience to request a
The initial mailing and postcard follow-ups produced a total response
50% above target. The conversion rate to appointments was also 25% above
target, which meant that cost per appointment was half the budgeted
’A three-stage process - very, very well thought through and very, very
well executed,’ said the judges.
Tony Stone Images positions itself as the picture library which really
understands its market of creative people. In January of this year, the
company launched Volume 16 of its catalogue internationally. Previously,
it had never marketed a single promotion internationally.
Some of the direct marketing material developed for the UK market, such
as a tip-on with a competition, was adapted for use in Denmark, Belgium
and Holland, with response rates ranging from 5% to 12%.
Mailing frequent flyer and frequent stayer lists compiled by airlines
and hotel chains which are promotional partners of Amex has been a
lucrative source of new members for the chargecard company. Tests proved
that a pack with the theme ’now you can earn even more reward points’
achieved the best response rate (9.91%). Targeting non-responders later
with a ’never say never’ pack produced a further 5.41% response. This
two-tier approach has been adopted as best practice across Europe.