Campaign Direct: My Best Shot

It’s not every day that you win the gold, silver and bronze award in a single awards category, but that’s what we achieved with the Mercury work shown here. I say ’we’ because, having worked with my art director, Roddy Kerr, for the past ten years, it’s not so much ’my best shot’ as ’our best shot’.

It’s not every day that you win the gold, silver and bronze award

in a single awards category, but that’s what we achieved with the

Mercury work shown here. I say ’we’ because, having worked with my art

director, Roddy Kerr, for the past ten years, it’s not so much ’my best

shot’ as ’our best shot’.



Our mission was to convince the IT managers, financial directors and

chief executives in the UK’s top 500 companies that Mercury offers

significant cost savings over BT. Oh, and we had the budget to use some

nice stock.



’Forget the paper,’ we said. ’Let’s talk ideas.’ To the IT bod we sent a

sponge phone with the question: ’Is your telephone system still soaking

up your profits?’ To the financial director a briefcase full of money

(fake, I hasten to add) with a note declaring: ’Every year, British

industry is paying out millions needlessly. Talk about daylight

robbery.’ And to the chief executive we sent a leather wallet which,

when opened, simply asked: ’How long will you go on losing money?’ This

was my personal favourite.



We created a fictitious Central London Lost Property Office, placed the

wallet in a sealed polythene bag and dared the PA not to pass it on to

her boss.



Suffice to say, the mailings worked. Targets were exceeded, meetings

fixed and presentations made. With all the fashionable talk about 3D

advertising, integration, disintegration, brand teams and the rest, I

can’t get away from the simple fact that this was just a stonking good

idea. It was fresh, original and fun. Isn’t that why we entered the

business in the first place?



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