Client: Royal Mail
Copywriter: Elizabeth Elstub
Art director: Sarah Morris
Agency: Barraclough Hall Woolston Gray
Copywriter: Jack Holmes
Art director: Mark Dudley
Agency: McCann-Erickson Manchester
Copywriter: Alison Ellis
Art directors: Kay Valentine, Carol Naylor
When offspring leave home for university, doting parents would like them
to keep in touch regularly. So, too, for different reasons, would the
Royal Mail. Persuading students to write is a particularly difficult
task, however, when many have mobile phones, or access to e-mail.
Attitudinal research at Lancaster University established a number of
points. Students value receiving mail very highly, but consider the
effort of writing letters too great. Cards are therefore valued for
And - a warning here - students are cynical of commercialism disguised
Free postcards were included in new students’ welcome packs, and
achieved the highest recall (69%) of all non-edible items. The design
brief was subtle - to have ’post me’ appeal, but not to be so attractive
as to end up on students’ walls. Follow-up research showed that after
two weeks, 45% had posted cards, with 84% intending to. Four thousand
students requested a second free pack of postcards, and 13 students’
unions began selling postage stamps.
The judges admired the trendy designs, and the effort put into tracking
the substantial results achieved.
The bunching of new car sales in August is a source of frustration to
the motor industry, made worse because buyers often don’t decide until
very late what make or model they want.
To help concentrate their minds, VW put an insert in the July issue of
What Car?. The creative approach had impact, but no incentives were
offered because the aim was to attract serious enquiries. The insert
attracted 2343 responses, which were immediately forwarded to dealers
Next Directory’s brief was to recruit 95,000 credit-worthy customers, at
pounds 10 per head. Inserts were developed to appeal to the readership
of different magazines - classic tailoring for Marie Claire, young and
funky for Looks, and More!, performance sportswear for GQ Active, and so
The one constant - each insert had to look stunning to its target
This became the agency’s most successful drive for Next, achieving a
recruitment cost of pounds 7.07 per customer.