CAMPAIGN DIRECT AWARDS 1999: Best Use of Direct Mail to Consumers (High Volume)



Title: Booby trap

Agency: Saatchi & Saatchi

Client: Major Alasdair Goulden, Officer Recruiting, COI/Army

Creative Director: Alex Taylor

Art Director: Dave Hobbs

Copywriter: Gary Sharpen

Agency Manager: Martin Duke, account supervisor

This hard-hitting recruitment video targeted first year university


It was sent out to students’ home addresses four weeks before the

beginning of the October 1998 term - a time when the army university

sponsorship scheme might seem particularly attractive. It was followed

up by a reminder letter two weeks later. Of the 8,843 issued, there were

320 quality responses via the reply card.


Title: Life mailing

Agency: BBH Unlimited

Client: Suraj Kaur, direct marketing manager, Virgin Direct

Creative Director: Steve Stretton

Art Director: Steve Stretton

Copywriter: Simon Antenen

Agency Manager: Xavier Rees, account manager

To sell life insurance direct, this campaign needed to stand out from

the crowd and appeal to mothers with young children. The mailing got a

response rate of 3.66 per cent and many people have kept it for future



Title: U-card

Agency: OgilvyOne Worldwide

Client: Rosena Robson, marketing manager, Royal Mail

Creative Director: Rory Sutherland

Art Director: Marcus Fernandez

Copywriter: Brian Millar

Agency Manager: Olivia Worth, account supervisor

This mailing offer - to boost the use of postcards - worked on the ’I

saw this and thought of you’ proposition. It got an 18 per cent take-up

and 71 per cent of people using the cards sent them in addition to their

regular mail or in place of the telephone or fax.


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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).