Rapier has walked away with the gold award at the 18th annual
Direct Marketing Association/Royal Mail Awards, for its direct response
TV campaign for Cable & Wireless.
The campaign, which aimed to win more customers for C&W’s telephone
service, also won the DRTV category for Best Use of DM Media.
Factors contributing to the win included a response rate that far
outstripped projections: after the launch in November 1997, the
acquisition campaign generated 180,000 responses in the run-up to
Christmas against the target of 100,000. The cost per response was half
of that expected at #10 per response.
Rapier also gained first place for C&W in the Brand Building category of
the Strategic Use of DM section.
In the Acquisition Programme category, it won first prize for the C&W
direct response TV ads.
John Townshend, the creative director of Rapier, said: ’Our Cable &
Wireless campaign winning the gold makes the whole notion of the ’line’
absurd - being above or below it. This is the first time that a brand
campaign has been informed by the use of all media. The direct marketing
element of the launch was at the heart of creating the positioning of
Craik Jones Watson Mitchell Voelkel also walked away with a handful of
awards for its work for Boots No7, for which it picked up the two first
places and two second places, and Land Rover, for which it won three
firsts, five seconds and two thirds.