TV was the lead medium for the Daewoo ’maltreated’ advertising,
which used the analogy of people being the subject of crash tests in a
direct response campaign.
Consumers had to ring the number on the TV and press ads to hear a
recorded message by Robert Harley (Daewoo’s TV spokesman) and were then
sent a detailed questionnaire.
This alone swelled Daewoo’s growing database by more than 120,000 people
(a database being crucial to car companies, especially a new one).
The questionnaire was four pages long and asked people for their worst
experience with the car trade, offering a year-long test drive for the
worst 100. An astonishing 55,000 people completed it.
So this single process located 55,000 people who were genuinely hacked
off with the motor trade and were therefore prime Daewoo candidate
It’s our favourite example of the fact that direct advertising can still
be interesting and beautifully made - if you use Daniel Barber,
In fact, we don’t believe there’s any major difference between brand
advertising and direct advertising (it’s all designed to communicate
something) - it’s either done well, or it’s done badly.
You don’t need to be a so-called integrated company either, you just
need to start with a great idea that forms the focus of the
This whole process involved seven companies and helped Daewoo achieve
its first-year target of 1 per cent of the car market. It also won the
Grand Prix prize at this year’s Direct Marketing Awards.
Dave Waters and Paul Grubb are joint creative directors at Duckworth
Finn Grubb Waters.