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

WINNER

WINNER



Client: Guinness Brewing



Agency: Brann



Copywriter: Mark Beeching



Art director: Paul O’Brien



SECOND



Client: National Canine Defence League



Agency: Burnett Associates



Copywriters: Mark Nohr, Tom Monk



Art director: Jon Harvey



THIRD



Client: NSPCC



Agency: WWAV Rapp Collins



Copywriter: Lisette Teasdale



Art director: Juliet Carter



WINNER



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

Guinness’.



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

entries.



An ongoing programme of activities, from questionnaires to merchandise,

seeks to increase consumers’ involvement with the brand, while further

expanding the database.



SECOND



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

5:1.



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

dog.



Those who take up the offer are written to regularly by their dogs.



THIRD



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%.



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