Client: Scotland Direct (Holdings)

Agency: In-house

Copywriter: Arthur Bell


Client: Scotland Direct (Holdings)

Agency: In-house

Copywriters: Fiona J Lawson, Arthur Bell

Art directors: Andrew Leigh, Paul Provan


Client: Rover Cars

Agency: Ammirati Puris Lintas

Copywriter: Simon Wood

Art director: Mick Oxberry


This mail order company, run by the Bell family, is a regular among DMA

Awards winners. In this entry, Arthur Bell turned his copywriting skills

to the cause of charity.

It all began at a fundraising dinner for the MacMillan Fund for cancer

research. Susan Bell, a director of Scotland Direct’s Whisky Connoisseur

Club, won a valuable bottle of Laphroaig whisky. It was decided to offer

it as a raffle prize to 250 big-spending club members, in return for an

unspecified donation to the charity.

An individually prepared and signed letter was sent out. Donors were

invited to place their name and membership number on a reply envelope,

and their cheque inside it.

There was a response rate of 31.6%, and total donations, excluding

future pledges, were pounds 2650. The cost of the mailing was a modest

pounds 60.

’This is a demonstration of how a beautifully and eloquently crafted

piece of copy can work hard,’ said the judges. ’It shows that a direct

marketing pack doesn’t need to have high production values and lots of

widgets and bells and whistles to pull a response. The results were

fantastic, and there are a lot of lessons that could be learnt from such

a simple and cost-effective approach.’


It’s Scotland Direct again, this time with its formation of a club to

provide discerning coffee drinkers with products not available at


Membership recruitment inserts to existing customers of the Scottish

Gourmet and Whisky Connoisseur clubs generated a 7.7% response. These

cost only pounds 2.55 each, against a pounds 8.90 joining fee.

Brochures are sent out about every six weeks and the first three

generated a 19% response, with average purchase values of pounds 25.90

per order.


The Mini car has its own personality. The fun and enthusiasm it

engenders was reflected in a campaign to market the ’97 Mini Cooper and

1.3i models, and to build brand equity for the launch of a new model in


The agency describes the communication piece as having ’a retro, cheeky

character’, and asserts: ’Small car advertising has never been so

brave.’ Over 500 requests were received for further information packs

and a rising number of orders was gained.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug