Campaign Direct Awards 2007: Best Use of Direct Mail to Businesses (Low Volume)

Project: Book
Agency: Presky Maves
Creative director: Stuart Woodington
Art director: Philip Bird
Copywriters: Stuart Woodington, Gareth Lloyd
Account director: Paula Sweetman
Client: First Drinks Brands/Glenfiddich

Glenfiddich was being stocked in every Oddbins store but sales of the whisky were low. Research revealed that this is because store managers perceived the brand as a "starter" malt, lacking the pedigree of some of its rivals. But the reality is that Glenfiddich is distilled using entirely traditional methods.

Presky Maves set about designing a campaign to change negative perceptions towards the brand and help improve sales. It created an unbranded book, describing its production methods and including a mystery whisky sample. It challenged store managers to identify the whisky. This was followed a few days later with a jacket to go with the book and information revealing the brand.

As a result of the campaign, Glenfiddich rose to number one in the "recommended malts" section of the Oddbins website and sales through the chain have quadrupled.

Project: Golf Pencil
Agency: Partners Andrews Aldridge
Creative director: Shaun Moran
Art director: Simon Nicholls
Copywriter: Dan Wright
Account directors: Caroline Macpherson, Dan Bowpitt
Client: Visit Wales

There are 189 golf courses in Wales and in 2010, the country will play host to the Ryder Cup. But it is not the first destination that comes to mind for most people planning a golf holiday. Partners Andrews Aldridge created this campaign to target golf pro shops in order to build a database of "warm" leads for future campaigns. It developed a teaser kit based around very long pencils, displayed at the point of sale.