CAMPAIGN DIRECT AWARDS 2002: The Hays Marketing Personnel Award - Best Use of Business-to-Business Direct mail (High Volume)

SILVER AWARD
Title: Internal Mailer
Agency: KLP Euro RSCG
Creative Director: Rob McDonald
Art Director: Phill McVicar
Copywriter: Jamie Putnam
Account Director: Brett McKibbin
Client Company: Guardian Unlimited
Client Brand: MediaGuardian.co.uk
Marketing Manager: Chris Moisan
Guardian Unlimited wanted media professionals to know that to "find out
first" they should visit MediaGuardian.co.uk. So they mailed them with
an internal post envelope having an identical list of names but
personalised with the recipient's name in the final box. All
communication was hand-written for authenticity. Unique users increased
by 109 per cent in two months.

COMMENDATION
Title: Special Numbers (Telewest)
Agency: Saatchi %26 Saatchi
Creative Director: Chris Arnold
Art Director: Jim Wortley
Copywriter: Robin England
Account Supervisor: Katie Lee
Client: Telewest Broadband
Client Brand: Telewest Business
Marketing Manager: Anna Hagglund
This campaign targeted 5,000 companies in key sectors, such as retail
and finance, that use special numbers such as 0800, 0845 and 0870. The
mailing targeted finance directors, marketing directors and IT directors
and indicated how each of them could benefit from the cost-savings. By
naming the recipient's colleagues, the mailing also encouraged dialogue
between the three directors. 96 per cent of the revenue target was
reached in the first month.
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