Campaign Direct Awards 2007: Best Use of Direct Mail to Consumers - The Ortus Award

Project: Generic Science 'Clone' DM
Agency: DraftFCB
Creative director: Arthur Parshotam
Art director: Aubrey Laret
Copywriter: Drew Forsyth
Account directors: Katy Emson, Sarah Ashworth
Client: Training & Development Agency for Schools

With the number of science graduates falling, there is a lot of competition among employers for the few that are around. Recruiting people to the Science Initial Training courses is now one of the biggest challenges faced by the Training & Development Agency for Schools.

DraftFCB created a pack aimed at recent graduates and career changers to engage this audience and interest them in a career in science. The pack had the recipient's name and address printed over and over again on the outside. When they opened it, they discovered the question: Could you explain cloning? Further into the pack they were asked: To a unique group of individuals? Without repeating yourself?

There were two bursts of activity, one of which achieved a response rate of 2.1 per cent, and the second getting an impressive 3.9 per cent response among a tough-to-convert audience.

Project: RU OK?
Agency: Ogilvy Group UK
Creative directors: Rick Sear, John Trainor
Art director: Rod Broomfield
Copywriter: Mark Davies
Account director: Jonathan Gapper
Client: BT/BT Text

BT developed a new service that would allow customers to send and receive text messages from their home phones, but needed to bring to life the fact that it is quick and easy to use. Ogilvy Group UK identified an audience that was most likely to lead busy lives and have high use of technology.

Results were a 37.4 per cent uplift in use by the target audience over Christmas and a 1.5 million-a-month increase in the number of texts sent to home phones.