Client: Tesco Direct
Agency: Evans Hunt Scott
Copywriters: Rachel Stelling, Tony Brecher
Art directors: Phil Watson, David Crespo
Client: Scotland Direct (Holdings)
Copywriters: Gillian and Arthur Bell
Art director: Catriona Bell
Copywriter: Shaun McIlrath
Art director: Ian Harding
In this category, the judges were looking for a breakthrough that took
the whole direct marketing industry forward.
They found it in Tesco’s home shopping service, deploying telemarketing,
catalogue, Internet, CD-ROM and video.
Prospects were selected from lifestyle lists within a five-mile radius
of, initially, the Osterley store, and from the database of Clubcard
members who met the criteria of making large monthly shopping trips.
These were called or e-mailed and could receive the catalogue in print
or electronic formats.
A follow-up call ensured they were happy with their fulfilment pack and
ready to start ordering. A refinement was the collation of data on
customers’ home shopping habits, so that they could be sent personalised
shopping lists, enabling them to re-order without having to go through
the entire catalogue.
Within three months of the launch, customers were spending an average of
pounds 20 more per order than the average spend of comparable shoppers
on the Clubcard database. Conversion to sales from recruitment was 10%
on the Internet/CD-ROM and 8.7% for the outbound telemarketing. The
programme has since been rolled out to other stores.
’As it did with the start of its Clubcard, Tesco has moved ahead of the
rest of the field,’ said the judges. ’All of today’s and tomorrow’s
media are being used.’
Student Survival Service sends monthly food parcels of quality,
value-for-money eating - with the bill going to the recipients’ family.
It was the brainchild of Gillian Bell, daughter of the family-run
company’s principals, while a student.
Within a marketing budget of pounds 200, in-house mailing lists were
employed together with limited ads in student papers. This was
supplemented by media coverage of the initiative. Enough business was
generated to pay Gillian’s first year salary.
London cabbies are never short of opinions on anything from traffic
problems to world affairs. They were enlisted to talk about the new
Siemens S6 mobile phones and equipped with the units to offer their
fares a free call.
The media found this novel approach engaging, and there was more than
pounds 750,000 of free publicity. ’The idea allowed us to out-think
rather than outspend the competition,’ says the agency. ’It created a
completely new direct medium.’