Project: Fuzzy Felt
Agency: Craik Jones Watson Mitchell Voelkel
Creative director: Rebecca Rae
Art director: Emma Robinson
Copywriter: Natasha Ali
Account director: Louise MacLean
Client: First Direct
In its ongoing bid to get customers to switch banks, First Direct uses a series of chase mailings, which are sent over a number of months. Craik Jones Watson Mitchell Voelkel had the idea of targeting 30- and 40-year-olds with a Fuzzy Felt campaign, a toy that was common in their childhoods. The idea was to create a pack that would engage the audience and give recipients a taste of the First Direct brand in a humorous, nostalgic way. The campaign asked: "Does your bank give you that warm, fuzzy feeling?" The response rate was above average and the conversion rate was 57 per cent, more than three times as successful at generating new customers as the chase control pack.
Also commended Best Art Direction.
Project: Dare School
Creative directors: Flo Heiss, James Cooper
Art directors: David McNulty, Adrian Rowbotham, Kooch Chung, Greg Sines
Copywriter: James Cooper
Account directors: Alistair Amin, Mizzy Harris
Also won Best Use of Digital Media.