Client: Royal Mail Response Services
Agency: OgilvyOne Worldwide
Copywriters: Xanthos Christodoulou, Steve Harrison
Art directors: Brian Storey, Bob Anderson
Copywriter: Shaun McIlrath
Art director: Ian Harding
Client: Saatchi & Saatchi
Copywriter: Gary Sharpen
Art director: Dave Hobbs
Having won the category for low-volume business direct mail, this entry
went on to be picked out by the judges as the best of the creative
solutions submitted. It is all to do with targeting and
To draw the attention of TV advertisers and their agencies to the
potential of the one-line Freepost NAME service as a response mechanism,
the top 30 agencies and 100 advertisers were identified for special
Senior agency people received film viewers which contained their own
work and demonstrated how Freepost NAME could improve response rates
without cluttering their creative. The message to clients was
exemplified by the delivery of a mailbag.
With such a personalised campaign, data had to be carefully
Secretaries were called in advance to warm them up to receiving the
Another line of attack was to find out which bars the prospects used and
to distribute personalised drinks mats in them.
Probably the most daunting brief a creative team can have is to
communicate effectively with top people in advertising, the judges
observed. They found the approach to the ad agency people particularly
entertaining: ’They are narcissistic and the best way to get them to pay
attention is to talk about them and their work.’
A campaign to launch the S6 mobile phone was under way in traditional
media. But as Siemens was little known in the UK and competitors’
budgets were as much as four times higher, an ingenious idea was needed
to create extra awareness and stimulate trial.
The inspiration was to use London’s cab drivers to talk about the
product and offer their fares a free phone call. This tickled the media
and over pounds 750,000-worth of publicity resulted.
An embarrassment of riches in graduate employment - more than 1500
applications for around half a dozen vacancies - was resolved by
creating a recruitment pack which incorporated a self-selection process
to reveal the best candidates and deter the also-rans.
The pack motivated the right candidates and provided them with powerful
reasons for making the agency their first career choice.
At the same time, the unsuccessful ones, who might be future clients,
were left with a favourable impression.