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

SILVER AWARD

SILVER AWARD



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

students.



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.



COMMENDATION



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

reference.



COMMENDATION



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).