Client: Guinness Brewing
Copywriter: Mark Beeching
Art director: Paul O’Brien
Client: National Canine Defence League
Agency: Burnett Associates
Copywriters: Mark Nohr, Tom Monk
Art director: Jon Harvey
Agency: WWAV Rapp Collins
Copywriter: Lisette Teasdale
Art director: Juliet Carter
Featured also in the FMCG category, the Guinness campaign for St
Patrick’s Day was judged the best DRTV submission this year. As the
panel pointed out, it combined direct marketing with traditional
advertising, brand building, telemarketing, loyalty and database capture
- ’all done wittily, and with the quality you would expect from
The drive, in part motivated to avenge gains by Murphy’s the previous
year, gave the brand its highest ever bi-monthly share.
Given the big ambitions for the project, DRTV was essential. A series of
’hip’ black-and-white commercials conveyed the message that St Patrick’s
Day was approaching, and that while you didn’t have to be Irish to
celebrate, Guinness was the one obligatory ingredient.
Around 25,000 callers ensured that the telemarketing aspect paid its
way. The telephone experience was deliberately bizarre, but included a
’star in a TV ad’ competition which attracted a high proportion of
An ongoing programme of activities, from questionnaires to merchandise,
seeks to increase consumers’ involvement with the brand, while further
expanding the database.
The NCDL was keen to test DRTV for the first time as a viable
recruitment medium. It did so in style, attracting 10,000 responses
worth pounds 146,000, for a spend of only pounds 28,500 - a return of
Described as ’a charity campaign that puts a smile on donors’ faces’, it
appeals for sponsors willing to commit pounds 1 a week to support a
Those who take up the offer are written to regularly by their dogs.
The NSPCC is a former Gold Award winner for its pioneering use of DRTV
in fundraising. A new treatment, ’Workers’ was devised, shifting the
emphasis more to the support the NSPCC gives to children, and the
ongoing need for funds. Against the control ad, ’Workers’ raised the
number of responses per 1000 viewers by 50%, and the average donation
value by 7%.