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

WINNER

WINNER



Client: Royal Mail



Agency: IMP



Copywriter: Elizabeth Elstub



Art director: Sarah Morris



SECOND



Client: Volkswagen



Agency: Barraclough Hall Woolston Gray



Copywriter: Jack Holmes



Art director: Mark Dudley



THIRD



Client: Next



Agency: McCann-Erickson Manchester



Copywriter: Alison Ellis



Art directors: Kay Valentine, Carol Naylor



WINNER



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

their brevity.



And - a warning here - students are cynical of commercialism disguised

as freebies.



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.



SECOND



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

for follow-up.



THIRD



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

on.



The one constant - each insert had to look stunning to its target

audience.



This became the agency’s most successful drive for Next, achieving a

recruitment cost of pounds 7.07 per customer.



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