Art directors: Various
Agency: One to One Direct Communications
Copywriters: Alex Woodward, Rebecca Wood
Art directors: Dave Mullen, P Davies, M Sermon
Client: National Canine Defence League
Agency: Burnett Associates
Copywriters: Marc Nohr, Tom Monk
Art director: Jon Harvey
Three years of brand-building activity has transformed Audi from ’the
third German manufacturer’ to a marque which occupies its own clear
With a new product range, Audi has had record sales year on year over
the past three years.
Direct marketing has played a fundamental role in this, the brand being
made accessible through low-cost/ high-frequency response
Prospects have been courted and converted using such devices as a video
for the A4 model and a book on the A8.
’Database marketing is now the lifeblood of Audi in the UK, and will
become increasingly important in Audi’s drive toward treating all
customers with individual care and respect,’ the agency says.
Information is captured at every point of customer contact, culminating
in the questionnaire that accompanies the Welcome Pack. By filling this
in, customers dictate the nature of the relationship they want with the
According to the judges, Audi stood above other entries in a strong
category, because it showed how the perception of the brand had been
changed. They added: ’It is good to see a major manufacturer making a
commitment to the role that direct marketing can play in brand building,
and clearly there is long-term benefit.’
The aim was to get business people in Scotland out of their cars and on
to trains, through persuading them of the economical and practical
advantages. Five devices were employed.
A number plate was used to break through to senior decision makers. A
chocolate box enlisted the assistance of PAs on data gathering. Scrabble
promoted Sleeper services. A traffic-cone teaser motivated leisure
travel by rail. Finally, an ’exam paper’ summarised the business
Donors were recruited and developed, while positioning the NCDL as a
fun-loving and dog-centred brand.
An ’adopt a dog’ campaign used the ’lonely hearts’ idiom to encourage
people to find the dog of their dreams. ’Sponsor a dog’ invited them to
send it money and receive Valentine and Christmas cards in return.
Results: the rehoming of dogs increased tenfold, while more than 13,000
new dog sponsors were recruited over two years, generating almost pounds
1m in income.