DIRECT: REVIEW - IN ASSOCIATION WITH ROYAL MAIL

Direct marketing, by definition, is about targeting the correct audience at the correct time with the correct message. Yet if the recipients are not ready for your offering, I always believe you should leave them with a good feeling about the brand and, at worst, leave them reasonably entertained. These are the criteria I have adopted to judge the following campaigns.

Direct marketing, by definition, is about targeting the correct

audience at the correct time with the correct message. Yet if the

recipients are not ready for your offering, I always believe you should

leave them with a good feeling about the brand and, at worst, leave them

reasonably entertained. These are the criteria I have adopted to judge

the following campaigns.



This mailing to new Puma owners invites them to join the Puma Drivers

Club and includes the club magazine with a free CD which you are told

’you will certainly enjoy’. A questionnaire that asks what you think of

the magazine unfortunately asks when you are thinking about replacing

your car (which I thought you’d just bought).



When you think of the original hype that surrounded the launch, using

Steve McQueen and footage from Bullitt - all very chic, retro and fun -

those values have disappeared here.



The letter invites us to take part in three special offers.

Mysteriously, the letter also tells us that two of them are no longer

available. Bit of a shame really for your first contact with this

loyalty activity from Ford - I suppose you might change your car sooner,

rather than later.



The Yellow Pages mailing uses testimonials to demonstrate to potential

businesses the success you can achieve by taking out display

advertising.



I’m sure the mailing was successful. I just wish the copy was as

entertaining as the visual treatment.



The gatefold ad in the Sky TV Guide demonstrates how Sky Digital can be

your escape route from the endless repetition of everyday living, as

well as demonstrating the unique way to select programmes.



The image of Bill’s greasy roadside caff is familiar to us all, and you

can see why Bill is dreaming of going fishing. When you turn the page,

you realise Bill has chosen the Discovery Channel and immersed himself

in the world of sharks.



A very topical campaign from Greenpeace aims at making us aware of the

Government’s stance on genetically modified foods, while informing us

that ’the food of the future already exists - it’s organic’.



I believe the press, website and ’green cards’ for this campaign were

turned around quicker than it takes a flu virus to mutate, yet it still

manages to be impactful, intelligent and humorous, while getting across

a very serious issue. My one gripe would be why give football supporters

at the Liverpool v West Ham match green cards to brandish the message,

’kick out gene food’, when you consider the behaviour of some fans and

the dubious quality of terrace food? You’d have thought GM food

companies had been experimenting on the terraces for years.



Michael Cavers is the joint creative director of Tequila Payne

Stracey



CREDITS

FORD PUMA

Brief: Create a lifestyle magazine that reflects the Puma’s style and

kudos

Agency: Claydon Heeley

Copywriter: David Newby

Art director: David Morgan

GREENPEACE

Brief: Raise awareness of the dangers of GM foods

Agency: Burnett Associates

Copywriters: Simon Robinson, Derek Humphries, Rob Nohr

Art directors:Jamie Tierney, Jason Potts

YELLOW PAGES

Brief: Target specific industry sectors to increase the number of

companies taking paid-for ads

Agency: WWAV Rapp Collins

Copywriter: Richard Mitchell

Art director: Neil Redding

SKY DIGITAL

Brief: Demonstrate Sky Digital’s superior choice of programming

Agency: Archibald Ingall Stretton

Copywriter: Neil Harris

Art director: Chunky Lee



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).