Around Valentine's, men need a wake-up call to remember to send
cards to the women in their life. However, they were opting not to send
them by post. Royal Mail found that lovers preferred to deliver their
Valentine's cards by hand, so wanted to devise a campaign which
bolstered mail volumes on Valentine's Day, particularly among young men.
Drivetime radio was chosen as a daypart when young men alone in their
cars could ponder the consequences of not sending a card. Capital Radio
DJ Neil Fox extended the campaign into editorial by inviting listeners
to call up and recount Valentine's Day horror stories.
The campaign had the desired effect. By putting the frighteners on men,
postbags over the Valentine's Day period ballooned by 148 per cent
year-on-year.
WINNER
Title: Royal Mail's Name and Shame Valentine's Campaign
Media Agency: Carat
Media Director: Philip Reddaway
Account Director/Media Planner: Simon Brockman
Client: Royal Mail
Brand/Product: Consumer Mail
Marketing Director: Paul Troy
Relevant Media/Brand Manager: Rosana Robson
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