With the World Cup just around the corner, I’m sure any direct
marketing activity will have to try really hard to entertain its
I’m not sure if Tesco Clubcard’s joint mailing with B&Q is perfectly
timed - unless the strategy was to get the ’missus’ out of the house to
do some gardening (the offer is only valid between 22 May and 21 June).
I find the idea of directing people away from Tesco stores to spend
their money elsewhere to collect Clubcard points a little strange. Bit
of an own goal here.
Motorists who stop for fuel and want a snack at Elf petrol stations are
cleverly directed to Peperami via petrol-pump nozzles. They show road
signs that have been hijacked by ’animal’, the anarchic Peperami
character, doing irreverent things such as kicking old people up the
backside. De-finitely first division.
The Alliance & Leicester’s new advertising proposition - sensible
banking in a mad, mad world - is a strong one, beautifully executed in
its current TV campaign, particularly in the ’trainspotters’ ad.
Unfortunately, the direct marketing and point-of-sale work seems to be
trying too hard. It’s more slapstick than intelligent wit. The
typography and bold use of the Alliance’s colours help it stand out from
the crowd but the body copy seems to be telling me more about Dwyle
Flonking (no he’s not centre-forward for Norway - it’s face-slapping
with a beery rag) than the benefits of sensible banking at the
Finally, a World Cup winner. This simple idea from Royal Mail brings the
above-the-line thought, ’I saw this and thought of you’, alive.
The mailer gives away two blank postcards which allow you to design a
card yourself by sticking anything you want behind a cellophane sheet
and popping it straight in the post. Also, to get more postcards, all
you do is fill in a questionnaire, send it back and wait for your cards
What a great idea to encourage people to start writing to each other in
a fun and involving way.
I wish I had some to send to my mates when Scotland lift the World Cup
(everyone can dream you know).
Brief: Reach motorists who snack while they travel
Agency: Ammirati Puris Lintas
Media: Alvern Forecourt Media
Copywriter: Chris Wright
Art director: Jules Chalkley
ALLIANCE & LEICESTER
Brief: Recruit customers
Agency: Barraclough Hall Woolston Gray
Copywriter: Andy Hepburn
Art director: Kim Woodrow
Brief: Bring the line, ’I saw this and thought of you’, alive
Copywriter: Brian Millar
Art director: Marcus Fernandez
Brief: Encourage Clubcard customers who have previously shopped in other
stores to spend more in B&Q’s gardening department
Agency: Evans Hunt Scott
Copywriter: Antony Hermer
Art director: Clive Blackstone