Campaign Direct Awards 2006: Best Use of Inserts

SILVER AWARD Project: Pay Tax Or Avoid It - You Decide Agency: Harrison Troughton Wunderman Creative director: Steve Harrison Art director: Matt Williams Copywriter: Stephen Timms Account director: Nick Burbidge Client: M&G Investments Head of brand and acquisition: Morag Brennan

It was ISA season, yet research showed people were unsure of the benefits of ISAs. So M&G gave them the choice of paying the taxman or not.

The insert consisted of an envelope, half of which was manila and carried the Inland Revenue's address. The other half was white and carried M&G's Freepost address.

It was left to the reader to decide whether to send their money to the taxman or avoid paying him and take out an ISA with M&G.

The campaign achieved a 0.077 per cent response, with a cost-per-response of £82 and 33 per cent of responses were converted into sales.

COMMENDATION Project: vRS Mask Insert Agency: Archibald Ingall Stretton Creative director: Steve Stretton Art director: Martin Lythgoe Copywriter: Matt Morley-Brown Account director: Julianne Artup Client: Skoda UK Marketing director: Mary Newcombe

Skoda wanted to target a younger audience than usual and persuade them that the Octavia vRS combines both practicality and excitement. Using a tongue-in-cheek approach, the campaign aimed to persuade young drivers to register for information and book test-drives.

Archibald Ingall Stretton created a Jekyll and Hyde theme under the banner Dr Skoda and Mr vRS to represent the duality of the car.

Inserts in the form of a reversible eye mask were placed in magazines.

Prospects were asked to respond by phone or visit the website to register their interest: 2,397 people requested test-drives and brochures.

Also commended: Best Automotive Campaign.