CAMPAIGN DIRECT AWARDS 2001: Best Use of Direct Mail to Consumers (Low Volume)


Title: Bentley Knowledge Bank

Agency: Fine Company Relationship Marketing

Creative Director: Paul Buckley

Copywriter: Paul Buckley

Senior Account Manager: Anna Russell

Client Company: Rolls-Royce & Bentley Motor Cars

Client Brand: Bentley Motors

Marketing Manager (UK): Martin Corlett-Moss

This is a lesson on how to sell to an elite, targeting the likes of Hugh

Grant or Alex Ferguson. Dossiers on members of this elite - information

on their business life, hobbies, pets, favourite books - were created

and used for individual mailings. The response was handled by an

'operator' immersed in the Bentley brand and briefed to take a personal

phone call and to deal with the test-drive and follow-up.


Title: Launch-Plant Doordrop

Agency: Claydon Heeley Jones Mason

Creative Directors: Dave Woods, Pete Harle

Art Director: Rod Marsh

Copywriter: Simon Antenan

Account Director: Natalie Carne

Client Company:

Co-Founder: Peter Clay

Claydon Heeley brought the concept of an internet garden centre to


One morning 800 Londoners with well-tended gardens awoke to find a

little foundling plant on their doorstep with a note attached saying,

'please give me a good home'. It also explained the service, which

offers a 24-hour plant doctor and gardener who calls to deliver and to

plant a purchase.