CAMPAIGN DIRECT AWARDS 2003: Best Use of Business To Business Direct Mail (High Volume)

SILVER AWARD Title: Flower Mailing Agency: OgilvyOne Worldwide Creative directors: Harvey Lee, Colin Nimick Art director: Harvey Lee Copywriter: Colin Nimick Account supervisor: James Cragg Client: Royal Mail Senior campaigns planning manager: Wendy Thomson

Royal Mail delivered 200,000 fresh flowers with the line "this is just one of over 80 million deliveries we'll make today" to demonstrate its speed, flexibility and reach. The idea was to convey Royal Mail's key brand messages. Research showed that the mailing had an awareness recall of 40 per cent, higher than press and just below that of TV.