CAMPAIGN DIRECT AWARDS 1999: Best Use of Direct Mail to Consumers (High Volume)



Title: Booby trap

Agency: Saatchi & Saatchi

Client: Major Alasdair Goulden, Officer Recruiting, COI/Army

Creative Director: Alex Taylor

Art Director: Dave Hobbs

Copywriter: Gary Sharpen

Agency Manager: Martin Duke, account supervisor

This hard-hitting recruitment video targeted first year university


It was sent out to students’ home addresses four weeks before the

beginning of the October 1998 term - a time when the army university

sponsorship scheme might seem particularly attractive. It was followed

up by a reminder letter two weeks later. Of the 8,843 issued, there were

320 quality responses via the reply card.


Title: Life mailing

Agency: BBH Unlimited

Client: Suraj Kaur, direct marketing manager, Virgin Direct

Creative Director: Steve Stretton

Art Director: Steve Stretton

Copywriter: Simon Antenen

Agency Manager: Xavier Rees, account manager

To sell life insurance direct, this campaign needed to stand out from

the crowd and appeal to mothers with young children. The mailing got a

response rate of 3.66 per cent and many people have kept it for future



Title: U-card

Agency: OgilvyOne Worldwide

Client: Rosena Robson, marketing manager, Royal Mail

Creative Director: Rory Sutherland

Art Director: Marcus Fernandez

Copywriter: Brian Millar

Agency Manager: Olivia Worth, account supervisor

This mailing offer - to boost the use of postcards - worked on the ’I

saw this and thought of you’ proposition. It got an 18 per cent take-up

and 71 per cent of people using the cards sent them in addition to their

regular mail or in place of the telephone or fax.


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