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

WINNER

WINNER



Client: Royal Mail Response Services



Agency: OgilvyOne Worldwide



Copywriters: Xanthos Christodoulou, Steve Harrison



Art directors: Brian Storey, Bob Anderson



SECOND



Client: International Distillers & Vintners



Agency: IMP



Copywriter: Marcus Park



Art director: Andy Regan



THIRD



Client: Exchange & Mart



Agency: Aylesworth Fleming



Copywriter: Adam Liddell



Art director: Dave Spittles



WINNER



Freepost NAME is a one-line address service, lending itself to a variety

of applications as a response mechanic. The task was to create awareness

and generate quality leads among marketing, advertising and product

managers of television advertisers, and creative directors, planners and

client services executives at their agencies.



Using the Genesis database and segmenting by MEAL spend figures, the top

30 agencies and 100 broadcast advertisers were identified.



These big spenders received an attention-grabbing mailing, incorporating

film viewers for the creatives and mailbags for the clients. Other

prospects - about 5400 contacts in the top 2000 companies and agencies -

received a more economical, but still memorable, flatpack. The film

viewers contained one of the ads of each agency with Freepost NAME

superimposed to demonstrate that it would not clutter their creative

work, but make it more effective.



A trade press campaign ran shortly after the initial direct marketing

burst and personalised beermats were distributed to industry watering

holes.



Initial results were the enrolment of 150 Freepost NAME licence

holders.



Post campaign research indicates a positive reaction, with 86% of

respondents either ’likely’ or ’very likely’ to use the service in the

future.



’It was personalisation taken to the ultimate,’ commented the

judges.



’The results were excellent.’



SECOND



Southern Comfort’s new premium spirit, Street Car, needed to overcome

the pessimism of trade buyers. They were intrigued to receive a hessian

sack stamped: ’Handle with care. Gator egg’. Enclosed was an imitation

egg containing a sample bottle of Street Car and an outline of IDV’s

product strategy.



In Scotland, 100% of prospects took Street Car on to their listings.



In Britain, it has achieved listings among 75% of key accounts.



THIRD



Authorised BMW dealers were made an offer difficult to refuse, to

advertise their used cars in Exchange & Mart. A package of added-value

facilities opened up this relatively untapped advertiser segment.



The dealer list was supplied by BMW, but the offer had to be approved by

the manufacturer. It was a single-hit campaign, calling for a pack that

worked hard in design and copy. A highly creditable 15% of the target

market booked space.



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