THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: BEST USE OF DM MEDIA - CONSUMER PRESS

WINNER

WINNER



Client: Abbey Life



Agency: TBWA Payne Stracey



Copywriter: Darren Shea



Art director: Marcel Cowan



SECOND



Client: Shelter



Agency: WWAV Rapp Collins



Copywriter: Barry Evans



Art director: Brendan McGrath



THIRD



Client: W Jordan (Cereals)



Agency: Osprey Park



Copywriter: Mike Reynolds



Art director: Seth Crewe



WINNER



A traditional tactic in the critical illness insurance market, which is

concerned with life-threatening conditions such as cancer and heart

disease, has been to use fear to drive response. Often this has led to

complaints.



The agency challenged this approach, building empathy with the target

audience through a combination of emotion and factual information.

Photographs and headlines combined to show that when someone suffers

serious illness, the lives of others are dramatically affected as

well.



Instead of concentrating exclusively on the financial pages, the ads

were extended into women’s pages and health features.



To date, the campaign is 20% ahead of target on response volumes, with a

50% cut in the cost per lead. An unexpected benefit is that charities

which support the aims of the campaign have approached Abbey Life to

discuss the possibility of joint ventures.



’A hard category to judge, with a lot of good work,’ said the

judges.



’Much careful thought went in to the strategy and the execution of the

winning campaign. It pulled on different emotional strings.’



SECOND



With so much money in the economy from building society windfalls,

Shelter decided to see whether some could be syphoned in its direction.

Media were chosen which had performed well in the previous winter

recruitment campaign, and also which would have readers benefiting from

windfalls.



This was unknown territory, and results were hard to predict. The

charity hoped for a 1:1 return on investment and achieved 1.36:1, with

the average donation 12 times higher than in previous campaigns.



THIRD



Jordan had a maximum of 100,000 samples of four cereals to give away,

and a pounds 20,000 advertising budget. To avoid the danger of being

swamped, the agency ’drip fed’ ads into The Guardian Weekend magazine,

and up-market Sunday titles, targeting adults over 35, with a bias to

women. The key proposition was: ’Try four of these products for free and

discover that real food tastes better’. The campaign attracted 92,000

responses.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers