Client: Acorns Children’s Hospice
Agency: Amherst Direct Marketing
Copywriter: Alan Avery
Art director: Jim Brackin
Client: Renault UK
Agency: WWAV Rapp Collins
Copywriter: David Brown
Art director: George Boyter
Client: Goldbrand Development
Copywriter: Dan Douglass
Art director: Dave Edwards
Children with fatal illnesses are cared for at Acorns and, the award
judges point out, the solicitation of new donors could have dwelt on a
maudlin theme. However, the campaign reflected a place where children
live their short lives to the full - with fun, laughter, happiness and,
The strategy was to maintain the growth of the annual Acorns Balloon
Race with a mailing which explained to the local community the work of
Acorns and gave details of the event. The pack was sent to families
living within 25 miles of the hospice, in Selly Oak.
To keep costs down, clever use was made of two-colour printing to give
the piece a four-colour impression. Although this was cold recruitment,
it produced a 9.8% response rate on a low budget.
’The results prove that an emotional message well delivered can move
people to donate to a cause which might, at first sight, seem lost,’ the
The judges pointed out that this campaign came to the top despite this
being a strongly-entered category. ’It was done on a tiny budget, and
used an effective interactive device and a positive message,’ they
’It achieved excellent results for a cold mailing.’
The new Renault Espace was launched solely through direct marketing.
The objectives were for the vehicle to be seen as the premium choice, to
generate test drives and sales, and solicit referrals.
The company’s database already covered most prospects. A requalification
mailing refined this for a pre-launch mailing to build interest,
culminating in a launch mailing to best prospects. Test-drive requests
were received from 65% of the final recipients, and the result was an
order book worth over pounds 40m.
The brief for the Goldfish credit card mailing was to provide a
targeting strategy based on analysis of previous host mailings through
A regression model was developed for testing against the control
strategy, combining geodemographics, psychographics, lifestyle and known
This sophisticated approach to data analysis and list rental resulted in
an improvement in responsiveness of 261%, improved conversion to sale of
187% and a reduction in acquisition costs of 67%.