Campaign Digital Awards 2005: Best Relationship Marketing E-mail Programme Campaign

WINNER Title: Felix Online Adventures 2004 Agency: Jeffries Parsons Myers Harvey Creative director: Richard Parsons Writer: Johannie Liebenberg Account director: Simon Stebbing Client: Nestle Purina - Felix

Felix wanted to show that it was a brand "about cats, not cat food", and create a bond with cat-lovers. The agency decided to focus on new owners of kittens, because of their potential lifetime value. The solution was to create a website where new owners could register for a free Kitten Pack containing food, a toy, vouchers and advice. On registration, a number of "golden questions" identified the highest-value consumers, who were sent e-mail "meewsletters". Between December 2003 and January 2005, more than 67,000 new opted-in owners were added to the database, exceeding targets by 34 per cent.

COMMENDATION Title: 02 Agency: dais London Head of digital: Jonathan Buckley Client: 02 Head of DM: Sam Probert Work: www.development.daislondon.com/awards/campaignDigital05/02.htm

Dais London was asked to build on the "three friends" theme O2 had developed offline. The idea was to show the names of three friends, for example Barry, William and Robert, via an e-mail and MMS message. The offer followed: half-price calls to your three best friends. The names then turn into their colloquial forms: Baz, Bill and Bob, the point being that the more people call each other, the closer they become. The e-mail also allowed users to calculate how much they could save with the 02 Friends Bolt On service: enter an amount into the "ready reckoner", and a list of potential savings would be revealed.

COMMENDATION Title: Virgin Holidays eCRM programme Agencies: Underwired, Kitcatt Nohr Alexander Shaw Managing partner: Felix Velarde (Underwired) Client: Virgin Holidays Retention manager: Robin Colbeck Work: www.virginholidays.com

This was the first time that Virgin Holidays began to talk to its customers on a regular basis. E-mail was used as the main way to reach them, supported by microsites. Tracking provided data ranging from who reads what, when and how many times, to details on individual holiday sales. This allowed the agencies to try different approaches and executions with each target group. Within the first month of testing, the campaign generated direct sales worth £3 million. Opening rates of e-mails reached 85 per cent, while the average click-through rate rose to 48 per cent.

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