CAMPAIGN DIRECT AWARDS 2002: The Bruzas & Graves Award - Best Use of Direct Mail To Consumers (High Volume)

SILVER AWARD
Title: Skoda: Live with the badge
Agency: Archibald Ingall Stretton
Creative Director: Stephen Stretton
Art Director: Stephen Stretton
Copywriter: Matt Morley-Brown
Account Director: Matt North
Client Company: Skoda
Marketing Director: Chris Hawken
Archibald Ingall Stretton sent cold prospects a Skoda badge, inviting
them to "live with it for a while". The idea was that, when their
anti-Skoda feeling had disappeared, they might then feel comfortable
with taking the car for a test drive.
Millward Brown research showed that negative sentiment about the brand
dropped from 42 per cent to 34 per cent of car buyers.

COMMENDATION
Title: Barnardo's baby tags
Agency: Bartle Bogle Hegarty
Creative Director: John O'Keeffe
Art Director: Richard Robinson
Copywriter: Graham Lakeland
Account Director: Julian Douglas
Client Company: Barnardo's
Director of Marketing and Communications: Andrew Nebel
Baby hospital wristbands in a clear envelope were used for high impact.
The loose baby tags highlighted five potential futures for abused or
neglected children and the last one was left blank for the recipient to
"re-write" a child's future by offering a Barnardo's donation.