Rapier scoops DMA gold award for C&W direct response TV

Rapier has walked away with the gold award at the 18th annual Direct Marketing Association/Royal Mail Awards, for its direct response TV campaign for Cable & Wireless.

Rapier has walked away with the gold award at the 18th annual

Direct Marketing Association/Royal Mail Awards, for its direct response

TV campaign for Cable & Wireless.



The campaign, which aimed to win more customers for C&W’s telephone

service, also won the DRTV category for Best Use of DM Media.



Factors contributing to the win included a response rate that far

outstripped projections: after the launch in November 1997, the

acquisition campaign generated 180,000 responses in the run-up to

Christmas against the target of 100,000. The cost per response was half

of that expected at #10 per response.



Rapier also gained first place for C&W in the Brand Building category of

the Strategic Use of DM section.



In the Acquisition Programme category, it won first prize for the C&W

direct response TV ads.



John Townshend, the creative director of Rapier, said: ’Our Cable &

Wireless campaign winning the gold makes the whole notion of the ’line’

absurd - being above or below it. This is the first time that a brand

campaign has been informed by the use of all media. The direct marketing

element of the launch was at the heart of creating the positioning of

the brand.’



Craik Jones Watson Mitchell Voelkel also walked away with a handful of

awards for its work for Boots No7, for which it picked up the two first

places and two second places, and Land Rover, for which it won three

firsts, five seconds and two thirds.



Become a member of Campaign from just £45 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

Become a member

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 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

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).