Client: Royal Mail Response Services
Agency: OgilvyOne Worldwide
Copywriters: Xanthos Christodoulou, Steve Harrison
Art directors: Brian Storey, Bob Anderson
Client: International Distillers & Vintners
Copywriter: Marcus Park
Art director: Andy Regan
Client: Exchange & Mart
Agency: Aylesworth Fleming
Copywriter: Adam Liddell
Art director: Dave Spittles
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
Initial results were the enrolment of 150 Freepost NAME licence
Post campaign research indicates a positive reaction, with 86% of
respondents either ’likely’ or ’very likely’ to use the service in the
’It was personalisation taken to the ultimate,’ commented the
’The results were excellent.’
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
In Scotland, 100% of prospects took Street Car on to their listings.
In Britain, it has achieved listings among 75% of key accounts.
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.