THE BOOK OF LISTS: The 10 Best direct marketing executions
campaignlive.co.uk, Monday, 17 December 2001 12:00PM
1. Monster.co.uk "kiss it! Go on, kiss it!"
Winner of the gold award at the Campaign Direct Awards, the "Beware the
voices" work is both memorable and funny. This particular direct
response execution sums up the frustration of the inner voice with some
brilliant abusive copy on some paper that appears to have been scrunched
up in anger.
Agency: Saatchi & Saatchi
Art director: Nik Studzinski
Copywriter: Gavin Kellett
2. Vodafone "turn on your voicemail"
A mailing urging Vodafone users to pick up their voicemails. It uses
blackmail: "You will miss birthday bashes or anniversaries if you don't
switch on your voicemail facility." Includes a spoof till receipt for
drinks at a party scrawled over with the words: "Fantastic birthday
bash ... wanted you to be there but couldn't leave a message." A big
winner at the Campaign Direct Awards and D&AD.
Agency: Harrison Troughton Wunderman
Art director: Matt Williams
Copywriter: Paul Suggett
3. Skoda "factory"
Mailing for the Octavia model that masquerades as a technical report
from Skoda's head of technical development. The attention to detail is
superb, including the manila envelope and Czech stamps. A creative and
absorbing way to point out that the new Octavia model has more than
Agency: Archibald Ingall Stretton
Art director: John Treacy
Copywriter: Dan Colley
4. Co-op Dairy "milk bottle"
Incredibly simple direct marketing idea making great use of a milk
bottle as a medium. Bottles were placed outside homes of potential
customers on milk rounds with a note shoved in saying: "Order today and
your first pint is free." A great way of building sales for the Co-op
and nominated for awards at this year's DMAs.
Agency: Partners Andrews Aldridge
Art director: Mark Hanson
Copywriter: Kristian Foy
5. VSO (Voluntary Services Overseas) "wallpapering in Vietnam"
Poster in a VSO campaign to attract more volunteers that has lettering
all over the place saying: "The man who usually puts up this poster is
wallpapering a youth hostel in Vietnam." Simple idea, well executed with
brilliant typography and a telephone response built in. Deservedly
picked up awards at the Campaign Poster awards and nominated for several
Art director: Stuart Button
Copywriter: Wesley Hawes
6. Gordon's Gin "playing cards"
Receiving a Gordon's mailing is something of a privilege because they
are so beautifully crafted and usually contain some sort of freebie. The
disappointment that this is not of the liquid variety soon vanishes as
you open a pack of playing cards complete with lime, lemons,
shamrock-shaped bubbles and ice diamonds as symbols. One of the best
loyalty schemes around.
Agency: Craik Jones Watson Mitchell Voelkel
Art director: Leigh Roberts
Copywriter: Rebecca Rae
7. Honda "joymachine 5 door"
Winner of the Campaign Direct award for Best Use of Electronic Media,
this viral marketing campaign consisted of a series of ten films linked
to Honda's website, sent to a group of 500 personal contacts. Attracted
large amounts of traffic to the site within a couple of weeks and looked
really good while being simple and interactive.
Art director: Marie Storrar
Copywriter: Ed Carter
8. Ntl "laugh your head off"
Why ntl deserves such consistently good direct marketing is hard to
fathom. Rapier does it again with an amusing mailing for ntl's "fun
pack" offer. It takes the form of one of those flick books everybody
made at school showing a man laughing his head off as you flick the
pages. The offer of £4 a month is revealed at the end.
Art director: Simon Stephenson
Copywriter: Matt Andrews
9. Saab "you as our start point"
Beautiful and lavish mailing, using the idea that Saab makes all its
products to be designed around the human form. Visual ideas include
X-rays of a human body juxtaposed with X-rays of a Saab vehicle. The
copy points out that the whole Saab dealer network is also designed to
care for its drivers. Despite being Swedish, it's the Rolls-Royce of
Agency: Lowe Live
Art director: Roddy Kerr
Copywriter: Arthur Parshotam
10. Envision "student TV licensing"
People get scared by different things and, judging by this campaign,
students are very, very afraid of holidays in Ibiza and parties at clubs
being cancelled. The poster campaign uses the traditional TV licence
shock tactics, but in a subtler form. Spoof posters claimed that events
had been postponed because students have TV licence evasion fines to
Art director: Paul Hargreaves
Copywriter: Nigel Cox
This article was first published on campaignlive.co.uk
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