Direct marketing, by definition, is about targeting the correct
audience at the correct time with the correct message. Yet if the
recipients are not ready for your offering, I always believe you should
leave them with a good feeling about the brand and, at worst, leave them
reasonably entertained. These are the criteria I have adopted to judge
the following campaigns.
This mailing to new Puma owners invites them to join the Puma Drivers
Club and includes the club magazine with a free CD which you are told
’you will certainly enjoy’. A questionnaire that asks what you think of
the magazine unfortunately asks when you are thinking about replacing
your car (which I thought you’d just bought).
When you think of the original hype that surrounded the launch, using
Steve McQueen and footage from Bullitt - all very chic, retro and fun -
those values have disappeared here.
The letter invites us to take part in three special offers.
Mysteriously, the letter also tells us that two of them are no longer
available. Bit of a shame really for your first contact with this
loyalty activity from Ford - I suppose you might change your car sooner,
rather than later.
The Yellow Pages mailing uses testimonials to demonstrate to potential
businesses the success you can achieve by taking out display
I’m sure the mailing was successful. I just wish the copy was as
entertaining as the visual treatment.
The gatefold ad in the Sky TV Guide demonstrates how Sky Digital can be
your escape route from the endless repetition of everyday living, as
well as demonstrating the unique way to select programmes.
The image of Bill’s greasy roadside caff is familiar to us all, and you
can see why Bill is dreaming of going fishing. When you turn the page,
you realise Bill has chosen the Discovery Channel and immersed himself
in the world of sharks.
A very topical campaign from Greenpeace aims at making us aware of the
Government’s stance on genetically modified foods, while informing us
that ’the food of the future already exists - it’s organic’.
I believe the press, website and ’green cards’ for this campaign were
turned around quicker than it takes a flu virus to mutate, yet it still
manages to be impactful, intelligent and humorous, while getting across
a very serious issue. My one gripe would be why give football supporters
at the Liverpool v West Ham match green cards to brandish the message,
’kick out gene food’, when you consider the behaviour of some fans and
the dubious quality of terrace food? You’d have thought GM food
companies had been experimenting on the terraces for years.
Michael Cavers is the joint creative director of Tequila Payne
Brief: Create a lifestyle magazine that reflects the Puma’s style and
Agency: Claydon Heeley
Copywriter: David Newby
Art director: David Morgan
Brief: Raise awareness of the dangers of GM foods
Agency: Burnett Associates
Copywriters: Simon Robinson, Derek Humphries, Rob Nohr
Art directors:Jamie Tierney, Jason Potts
Brief: Target specific industry sectors to increase the number of
companies taking paid-for ads
Agency: WWAV Rapp Collins
Copywriter: Richard Mitchell
Art director: Neil Redding
Brief: Demonstrate Sky Digital’s superior choice of programming
Agency: Archibald Ingall Stretton
Copywriter: Neil Harris
Art director: Chunky Lee