CAMPAIGN DIRECT AWARDS 2001: Best Use of Direct Mail To Consumers (High Volume)


Title: Getting the Message

Agency: HPT Brand Response

Creative Director: Steve Harrison

Art Director: Matt Williams

Copywriter: Paul Suggett

Account Director: Dan Geaves

Client Company: Vodafone

Marketing Communications Manager: Matt Williams

The Vodafone Voicemail service is a personal answer-phone. At the time,

only 50 per cent of Vodafone customers were using the service. HPT sent

mailings to show what they were missing if they didn't use their


Vodafone reported an average uplift of nine per cent in people using the

service after receiving the mailings, which meant millions of pounds of

extra revenue.


Title: Map

Agency: WWAV Rapp Collins Scotland

Creative Director: Paul Readman

Art Director: Shaun Stoker

Copywriter: Caroline Cooper

Senior Account Manager: Kerrie Barr

Client Company: Highland Distillers

Client Brand: The Macallan

Database and Internet Manager: Jason Craig

To persuade information from some more reluctant respondents, WWAV

Scotland used the inducement of a prize holiday in the remote area of

Scotland where The Macallan whisky comes from. The mailer used a

facsimile of the Ordnance Survey map of the area. The response was 49.5

per cent and sales in one month were up 3 per cent in a market where

sales dropped 14 per cent.


Title: C&W Tarot Cards

Agency: Rapier

Creative Director: John Townshend

Art Director: Tom Geens

Copywriter: Simon Welsh

Group Account Director: Sarah Sutherland

Account Director: Linda Garcia

Client Company: ntl

Client Brand: ntl

Head of Customer Marketing: Jane Lockyer

Cable & Wireless wanted to offer a group of phone customers, who had

been uninterested in its analogue TV offering, the more sophisticated

digital TV option. The digital future was nicely explained through a

tarot card mailing. The initial mailing generated a 4.8 per cent

response and follow up postcard a further 3.9 per cent, exceeding

previous TV cross sell campaigns by 30 per cent.