IPA Effectiveness Awards 2008: Silver Award - Direct Payment

SUMMARY

For years, millions of Britons had been used to receiving social security benefits and pensions through paper-based methods. However, the Government announced that, from 2003, electronic payments would become the norm, a move that was met with widespread hostility. This paper demonstrates how an integrated communications campaign neutralised the emotionally charged atmosphere, by providing a stream of straightforward, non-threatening information about the new scheme. After two years, 95 per cent of claimants had switched to electronic payments, compared to 43 per cent previously. Over seven years, the campaign is estimated to have delivered a payback of £29 per £1 spent.

JUDGE'S COMMENT

Faced with a lot of resistance among certain categories of society, the Direct Payment campaign had a huge challenge to convert people to electronic payments. This case study is a great example of advertising effectiveness, showing how communications changed public behaviour.

- Jeremy Davies, director of brand and communications, E.ON

DIRECT PAYMENT
Title: Giving it to you straight
Client: DWP/COI
Entrant: Miles Calcraft Briginshaw Duffy
Authors: Andy Nairn, Jamie Kenny, Miles Calcraft Briginshaw Duffy
Media used: TV, national and regional newspapers, magazines, radio, out
of home, DM, events/roadshows

IN A NUTSHELL

After two years, 95 per cent of claimants had switched to electronic payments, compared to 43 per cent previously, leading to an estimated payback of £29 per every £1 spent over seven years.

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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).