Campaign Direct Awards 2006: Best Financial, Corporate and Utilities Campaign

SILVER AWARD Project: Socks Agency: Craik Jones Watson Mitchell Voelkel Creative director: Rebecca Rae Art director: Olu Falola Copywriter: Rebecca Rae Account director: Annabel Wright Client: First Direct Head of marketing: Liz Carnithers

Persuading banking customers to switch current account is a tough challenge given the misconception of it being a "painful" process.

The aim of the Socks campaign was to get consumers to switch by demonstrating how different First Direct is from other banks. Prospective customers were sent a "spare sock" to go with the "odd one in the drawer", demonstrating how thoughtful First Direct is. The sock pack also outlined its high level of customer care.

The return on investment was 64 per cent higher than the lower-cost control pack. The bank doubled response and boosted conversion by 37 per cent.

Also commended: Best Art Direction, Best Use of Copy, Best Use of Direct Mail to Consumers

COMMENDATION Project: Your Architect's Plans Are Enclosed Agency: Harrison Troughton Wunderman Creative director: Steve Harrison Art director: Richard Kenyon Copywriter: Nigel Webb Account director: Juliet Fennemore Client: Inside Track

Inside Track is a property club whose members make money by buying property that hasn't yet been built and selling it once it has.

The agency's task was to convince construction companies including Bovis and Barratt to sell developments through Instant Access.

The agency downloaded the companies' building plans from local planning offices, reprinted them with "sold" stickers on and then sent them to the companies.

Fifteen per cent of recipients asked for an appointment and 21 per cent of these agreed to sell their properties via Inside Track. The response generated millions of pounds of sales and profit for members and £1 million revenue for Instant Access.


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