THE BOOK OF LISTS: The best DM campaigns
campaignlive.co.uk, Friday, 20 December 2002 07:00AM
The best DM campaigns as voted for by Campaign.
1. SKODA "BADGE"
This mailing had to tackle the dual task of generating responses and changing people's perceptions of a much-maligned brand. Prospects were sent a Skoda badge and asked: "Live with it for a while and see how you feel." A simple and stylish execution of an advertising idea, this campaign has won more awards and nominations than Ben Hur, not least the gold at the Campaign Direct Awards.
Agency: Archibald Ingall Stretton
Art director: Steve Stretton
Copywriter: Matt Morley-Brown
2. M&G INVESTMENTS "TOMMY COOPER"
Engaging and highly original content is combined with cleverly chosen imagery to produce a campaign that earned the respect of many a creative director, as well as the judges at the DMA Royal Mail Awards.
Agency: Harrison Troughton Wunderman
Art director: Anthony Cliff
Copywriter: Stephen Timms
3. CANCER RESEARCH "MIRRORS"
It's easy to be cynical about this ad, in which cancer victims are seen disappearing before their loved ones' eyes. The fact is it's a beautifully written and produced DRTV commercial. It's moving without being mawkish and is one reason why WWAV stands a good chance of landing the entire Cancer Research TV account.
Agency: WWAV Rapp Collins
Art director: Stephen Broadhurst
Copywriter: Maria Phillips
4. THOMAS COOK "SIMUSKIS - WHOOSH WHOOSH HOOSH"
This amusing mailing addresses ski addicts in the language of a fellow convert to the sport. After commiserating with recipients that the season is over, it adds: "And once again you're alone to face the soporific summer months that stretch out in front of you like a parched desert of funless misery."
Agency: Carlson Marketing Group
Art director: Chris Martin
Copywriter: Tim Lines
5. VAUXHALL MASTERFIT "THE 7+ MASTERCHECK"
An eye-catching mailing in the form of a rattling tube, on which is written: "Make sure this is the only time you hear an annoying rattle." When the tube is opened it yields a washer and a nut and an application form for a free 7+MasterCheck at a Vauxhall dealer.
Agency: TBWA/ GGT Direct
Art director: Mark Orbine
Copywriter: Nigel Edginton-Vigus
6. ASSOCIATION OF TRAIN OPERATING COMPANIES "LOCAL"
This campaign for the Young Person's Railcard played on its target audience's fear of being seen as sad homebodies. Imaginative online and ambient marketing included a heat-sensitive urinal sticker that encouraged drinkers to "get out more".
Agency: Craik Jones Watson Mitchell Voelkel
Art director: Andy Maxwell
Copywriter: Chris Lonie
7. MINI "THE MINI HARMONIC AMBIENCE FACILITATOR (MHAF)"
Basically, a series of different coloured Minis, in cardboard frames. Recipients choose the colour of their Mini by placing the MHAF against everyday backgrounds. A mailing very in tune with the brand's personality.
Agency: EHS Brann
Art director: Tristan Sellen
Copywriter: Nick Moffat
8. LLOYDS TSB "SAVINGS BOOK"
The high -street bank sought to persuade building society customers to move their accounts. It contained an old-style savings book, which had the line "great sentimental value" written on the front and the line "terrible interest rate" on the inside cover.
Agency: Partners Andrews Aldridge
Art director: Steve Aldridge
Copywriter: Roger Morris
9. VOLKSWAGEN POLO MATCH "ICE TRAY"
VW was looking to sell its Polo Match on the strength of the model's air conditioning. It did this by sending prospects a frosty blue, rubber freezer tray moulded to create Polo shaped ice cubes. Inspired, well produced and just darn useful.
Agency: Proximity London
Art director: Chris Rambridge
Copywriter: Paul Faulds
10. THE ART FUND "MISSING PICTURE"
Raising awareness for the Art Fund's role in saving classic art, this promotional display at the Tate Modern featured a blank wall with an obvious area where a picture once hung. The caption read: "'Missing art?' The Art Fund (NACF) est. 1903." The display was accompanied by leaflets enabling the sympathetic to respond.
Agency: Partners Andrews Aldridge
Art director: Shawn Moran
Copywriter: Paul Walton
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