CAMPAIGN DIRECT: MY BEST SHOT

No box. No six-day shoot in the Virgin Islands. No elaborate and terribly clever formats or folds. Just a simple idea that communicates.

No box. No six-day shoot in the Virgin Islands. No elaborate and

terribly clever formats or folds. Just a simple idea that

communicates.



When asked to air some of my recent dirty laundry, I dug into the

washing basket and plumped for an elegant little number that we produced

recently for Safeway.



As part of the Safeway ABC relationship marketing programme, the

communication was split into two parts: a questionnaire and a

follow-up.



The questionnaire gleaned wonderful attitudinal data which sent our

planning department into orgasmic raptures. The follow-up acted upon

this data and addressed the individual needs of our customers - if Mrs

Spoon from Huddersfield thought our cabbage wasn’t up to much then we

promised her that we’d address the problem.



The subject covered by the follow-up was produce (fruit ’n’ veg to you

and me) and was the first in a year-long programme covering all

departments and services offered by Safeway.



So what about the results? Well, the questionnaire was sent to more than

800,000 customers and generated an amazing 450,000 responses. I’m

reliably informed by the pointy heads that’s more than 58 per cent. On

top of that, pounds 11 million was spent on produce and was directly

attributable to the programme - which is a lot of satsumas and

parsnips.



This is not a showcase piece. It is typical of the sort of work our

industry has to produce by the bucket-load. What it does demonstrate is

that there is no substitute for a simple thought, whether it’s a

48-sheet poster, a sumptuous commercial or a questionnaire. Overlay that

with the fact that we might actually be changing behaviour and it truly

makes me happy - as I hope it does Mrs Spoon from Huddersfield, now that

she’s getting her hands on crisper, fresher cabbages.



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