Feature

IPA Effectiveness Awards 2007: Silver Award - Best Read - Sponsored by Royal Mail

DIRECT PAYMENT
Title: Giving it to you straight
Clients: Department of Work and Pensions/COI
Agency: Miles Calcraft Briginshaw Duffy
Authors: Andy Nairn, Jamie Kenny, Miles Calcraft Briginshaw Duffy
Media used: TV, national newspapers, regional newspapers, magazines,
radio, out of home, direct marketing

In a nutshell: After two years, 95 per cent of claimants had switched to electronic payments, compared with 43 per cent previously, leading to an estimated ROMI of £29 per £1 spent over seven years.

Summary: For years, millions of Britons had become used to receiving social security benefits and pensions through paper-based methods. However, the Government announced that from 2003, electronic payments would become the norm. This move was met with widespread hostility. This paper shows how an integrated campaign neutralised the emotionally charged atmosphere, by providing a stream of non-threatening information about the new scheme. After two years, 95 per cent of claimants had switched to electronic payments, compared with 43 per cent previously. And over seven years, the campaign is estimated to have delivered an ROMI of £29 per £1 spent.

Judge's comment A real success for a public sector campaign that had to deliver an unpopular message. The advertising impact was huge and the return on marketing investment very strong. The campaign managed to accelerate the rate of adoption as the public changed their activity ahead of schedule. This was achieved through a phased integrated communications strategy and a non-threatening communications message. Its effect was argued well in this paper and with great clarity and detail.

Richard Davis director, RD Squared; formerly head of procurement and development, Premier Foods.

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