MY BEST SHOT

TV was the lead medium for the Daewoo ’maltreated’ advertising, which used the analogy of people being the subject of crash tests in a direct response campaign.

TV was the lead medium for the Daewoo ’maltreated’ advertising,

which used the analogy of people being the subject of crash tests in a

direct response campaign.



Consumers had to ring the number on the TV and press ads to hear a

recorded message by Robert Harley (Daewoo’s TV spokesman) and were then

sent a detailed questionnaire.



This alone swelled Daewoo’s growing database by more than 120,000 people

(a database being crucial to car companies, especially a new one).



The questionnaire was four pages long and asked people for their worst

experience with the car trade, offering a year-long test drive for the

worst 100. An astonishing 55,000 people completed it.



So this single process located 55,000 people who were genuinely hacked

off with the motor trade and were therefore prime Daewoo candidate

customers.



It’s our favourite example of the fact that direct advertising can still

be interesting and beautifully made - if you use Daniel Barber,

anyway.



In fact, we don’t believe there’s any major difference between brand

advertising and direct advertising (it’s all designed to communicate

something) - it’s either done well, or it’s done badly.



You don’t need to be a so-called integrated company either, you just

need to start with a great idea that forms the focus of the

communication.



This whole process involved seven companies and helped Daewoo achieve

its first-year target of 1 per cent of the car market. It also won the

Grand Prix prize at this year’s Direct Marketing Awards.



Dave Waters and Paul Grubb are joint creative directors at Duckworth

Finn Grubb Waters.



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