ISP Awards 2004: Special Promotions - Direct marketing

GOLD - Memory card delivers for Nikon The Coolpix range of digital cameras offered very similar benefits to those of its competitors. The challenge was to develop an activity that would set it apart from the competition and make it the number one choice for both the consumer and the retailer.

Tightly targeted communication was the key to success and focused on digital camera users/buyers from affluent families with children. A "proximity" model identified the target households in relation to potential participating retailers.

A leaflet delivered to 0.5 million homes contained a photo memory card that fitted any of the Nikon Coolpix cameras. Recipients were invited to visit their local retailer and request a demonstration to activate their memory card and find out whether they had won an adventure prize.

If the LCD screen revealed an image, the consumer could claim the nominated prize. Counter staff were motivated by winning the same prize as the consumer. The adventure prizes included white-water rafting or a flight over Ayres Rock - ideal opportunities to use a digital camera. Camera purchasers could also enter a competition to win one of 1,000 TDK 64Mb memory cards.

The memory card encouraged interaction with the brand and the average sales increase over the promotional period was 30%.

'Nikon Coolpix Adventure stood out through the innovative device of sending a memory card that was intriguing and encouraged store visit.'

Graham Griffiths, Perceptor (Triangle Group)

WHAT THE JUDGES SAID

'This campaign demonstrated the effective use of direct marketing. It was innovative and increased sales.'

'A good, solid piece of analysis on the target audience achieved the desired results.'

'The genuine consumer element and data manipulation put this ahead of all other entries.'

'Precise targeting and the use of the memory card encouraged maximum interaction with the brand.'

SILVER - Sales staff spin to win

In October 2003, T-Mobile held the number three position in Carphone Warehouse and in the market overall. To increase this share it needed to make its product and services top of mind with the salespeople.

The details of an incentive scheme were delivered in a direct mail package that contained a staff brochure and staff room posters.

The mechanic used was an online slot machine that recognised staff members and allowed them to have a free go whenever they made a sale. The prizes were selected for their appeal to the male-dominated target audience and included TVs, PlayStations, holidays and money. Attendance at training sessions entitled staff to free turns on the slot machine.

T-Mobile's share position rose 10% from Q3 to Q4 and 88.9% of the UK sales force participated in the scheme.

BRONZE - Brother stitches up sales

Brother devised a scheme that rewarded retailers in line with their performance based on previous sales figures. It was communicated using an embroidered envelope and hand-stitched booklet. The objective was to increase sales of higher-value sewing machines by 21.36%.

Retailers were divided into 3 leagues with the top three in each being awarded prizes. Every sale of a Super Galaxie product entitled the retailer to an entry into a free draw to win a prize such as a week for two on a private island in the Seychelles.

Sales of the higher value machines increased by 41%.

GOLD

Promoter: Nikon UK

Campaign: Nikon Coolpix Adventure

Client: Jeremy Gilbert

Agency: SMP

Account director: Mark Starns

Creative director: Simon Mahoney

SILVER

Promoter: T-Mobile (UK) Ltd

Campaign: Spin City

Client: Jenni Nicholls

Agency: Iris Promotional Marketing

Account director: Simon Humphris

Creative director: Johnny Diss

BRONZE

Promoter: Brother UK Ltd

Campaign: Brother Dream Machine

Client: Sansanee Warke

Agency: Tequila\Manchester

Account director: Adam Zavalis

Creative director: Richard Sharp

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