CAMPAIGN DIRECT AWARDS 2002: Best Use of Mixed Media - The Royal Mail Award

SILVER AWARD
Title: It's a Skoda, honest
Agency: Archibald Ingall Stretton
Creative Director: Stephen Stretton
Art Director: Richard Lee
Copywriter: Neil Harris
Account Director: Matthew North
Client Company: Skoda
Marketing Director: Chris Hawken
Inserts in the national and specialist press, door drops and direct
response press in Auto Express with follow-up direct mail generated
response rates of up to 12 per cent and helped to shrink the number of
brand rejecters.

COMMENDATION
Title: Where does it all come from?
Agency: Archibald Ingall Stretton
Creative Director: Stephen Stretton
Art Director: John Treacy
Copywriter: Dan Colley
Account Director:
Emma Shelton-Smith
Client: Seeboard Energy
Marketing Director: Nigel Samuels
Seeboard's customer losses went down by a third with this campaign,
which used a website, segmented direct mail and bill inserts, as well as
radio, press, outdoor and television.

COMMENDATION
Title: Volunteering World
Agency: Leonardo
Creative Director: Gary Sharpen
Art Director: Stuart Button
Copywriter: Wesley Hawes
Account Director: Lindsay Egmore-Frost
Account Manager: Sue Hendrikz
Client: Voluntary Service Overseas
Head of Marketing: Glyn Williams
At a VSO-sponsored exhibition, Volunteering World, potential volunteers
met more than 50 volunteering organisations. Using media which included
mocked-up prostitutes' cards and street entertainers, hits to VSO's
website rose by more than 400 per cent.

COMMENDATION
Title: e-Baby and Baby Tags
Agency: Bartle Bogle Hegarty
Creative Director: John O'Keeffe
Art Director: Richard Robinson
Copywriter: Graham Lakeland
Account Managers: Julian Douglas; Marie Louise Langford
Client: Barnardo's
Director of Marketing and Communications: Andrew Nebel
This campaign echoed previous Barnardo's work, which emphasised that
childhood problems can lead to far worse in adulthood. A single hopsital
baby tag was left blank for the recipient to "re-write" a child's
future.