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

WINNER

WINNER



Client: Acorns Children’s Hospice



Agency: Amherst Direct Marketing



Copywriter: Alan Avery



Art director: Jim Brackin



SECOND



Client: Renault UK



Agency: WWAV Rapp Collins



Copywriter: David Brown



Art director: George Boyter



THIRD



Client: Goldbrand Development



Agency: DP&A



Copywriter: Dan Douglass



Art director: Dave Edwards



WINNER



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,

eventually, sadness.



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

agency says.



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

noted.



’It achieved excellent results for a cold mailing.’



SECOND



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.



THIRD



The brief for the Goldfish credit card mailing was to provide a

targeting strategy based on analysis of previous host mailings through

public utilities.



A regression model was developed for testing against the control

strategy, combining geodemographics, psychographics, lifestyle and known

financial data.



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%.



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