Campaign Direct Awards 2006: The Ortus Award - Best Use of Direct Mail to Consumers

SILVER AWARD Project: Winback Mailing Agency: EHS Brann Creative director: Nigel Clifton Art director: Nigel Clifton Copywriter: Till Number 4 Account director: David Macmillan Account manager: Natalie Hutton Client: Tesco Stores Client brand: Tesco Clubcard Clubcard director: Andrew Mann

Tesco was losing high-spending customers and was eager to get them back.

Using the Clubcard database, EHS Brann identified customers who had stopped shopping at Tesco over six months. The agency then targeted customers who had remained inactive for another three months.

Recipients were sent a message on a till receipt from their local checkout saying that Tesco missed them and that life was not the same without them.

The mailer included a money-off coupon which they could redeem in-store.

The campaign generated a £123,023 sales uplift in the first 12 weeks, winning back 4,792 customers.

Also won: Best Retail and Home Shopping Campaign, Best Drinks, Grocery and Household Campaign.

COMMENDATION 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 direct marketing: Liz Carnithers Also won: Best Financial, Corporate and Utilities Campaign Also commended: Best Art Direction, Best Use of Copy


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