Craik Jones scoops Grand Prix for ATOC

LONDON - Craik Jones Watson Mitchell Voekel scooped the Grand Prix award at the DMA Royal Mail Awards last night for its work for the Association of Train Operating Companies.

The winning work used an integrated multimedia campaign to fulfil its brief to increase sales of the Young Person's Railcard.

The agency's tactic was to emphasise the embarrassment of being seen as someone who never goes anywhere, with the message "Don't be a local".

The work picked up gold in the travel/leisure and multimedia categories and a bronze in the outdoor/ambient media section to convince the judges that it was the overall winner.

Lin McCarthy, chair of judges, said: "Craik Jones' work and other Gold winners were able to demonstrate how success can be achieved if you apply direct marketing more intelligently and have a bit of courage to try new ideas and new mediums."

The judges also praised the work of other high-scoring contenders such as Proximity London for its Volkswagen Polo work and Harrison Troughton Wunderman, for the M&G Investments campaign.

Tim Rivett, head of Royal Mail Media Markets, said the awards "play a pivotal role in ensuring the direct marketing industry continually raises its standards to help ensure consumer trust and confidence in direct marketing".

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