PMS_AWARDS_p013 21/4/08 16:39 Page 13
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 13
Sponsored by Best Business-to-Business
WINNER
Yell.com
The Brawl in the Hall
Chemistry Communications Group
The aim of the campaign was to raise awareness of
new media opportunities among 25 per cent of all
planners within the top 50 online media agencies
who are responsible for planning 80 per cent of the
online spend. And at the same time, the agency was
briefed to prepare the way for more in-depth one-
on-one contact with Yell sales and, ultimately, get
Yell.com on agency media plans.
Yell.com was enhancing its B2B proposition to
unlock business from national brands with
national media requirements. As a result, two new
products were introduced to the media community:
pay-per-click and banners bought on a cost per
thousand basis – both with national reach.
But how do you get them to add Yell.com to their
media mix? Play to their egos and launch the Brawl
in the Hall º the search for media's biggest hitter.
Fifty media agencies in the UK are responsible
for 80 per cent of the online spend, and the cam- Winner: Yell.com
paign targeted planners/buyers within this group. Art directors: Mel Colton, Claire Elworthy, Mike Highly Commended: T-Mobile (below)
Media planners/buyers are the connection Cavers
between media owners and high spending clients. Copywriters: Simon Gaffney, Ray Phelps
They are cynical, highly entertained, competitive Account director: Stephen Armstrong
and require hard evidence that untested, new Senior account director: Rhoda Malia
opportunities will work for their clients.
This was tackled head on by highlighting HIGHLY COMMENDED
Yell.com's market-leading click-to-conversion rate
T-Mobile
(53 per cent). The boxing theme creatively
expressed a product and target insight: Yell.com has
Key Accounts
a high conversion – or hit – rate (in media parlance),
Gyro International
compared to other search engines.
The mailpack consisted of boxing gloves and a T-Mobile was keen to get its ‘key accounts’ business
punchbag delivered to key media planners across development managers in front of ICT decision
London, and ensured the messaging became part of makers within enterprise level businesses; to build
the office landscape. Follow up email provided a cost a rapport and relationship with them and ulti-
effective way of achieving high frequency contact to mately, when the time for contract renewals came
drive traffic to the campaign site, where they could around, encourage them to move across.
register for the event, and access a media toolkit. It to sent them a free USB microphone in the post.
The party centrepiece was the perfect catalyst for The call-to-action of the direct mail piece was sim-
sales teams to build and strengthen their relation- ply a personalised URL. When prospects went to
ships with agency contacts. The Brawl in the Hall their personalised site, they were greeted by a video
enabled the company to capture the details of of the T-Mobile business development manager three months after mailing, the initial signs were
media planners from the top 50 agencies that were who they would ultimately be dealing with. good. Of 207 prospects mailed, 120 had gone to their
not on Yell's database. This enabled Yell represen- Every business development manager at personalised microsite – an initial response rate of
tatives to build relationships with planners they did T-Mobile was filmed to record their own greeting 58 per cent. .
not have any previous contact with (the campaign messages for their websites. The personalised URLs
boosted the database by 17 per cent). were then cross-matched to the mailing database, Art director: Brian Jefferson
The agency targeted 50 of the top billing digital according to each manager’s operational area. Copywriter: Ben Stainlay
media agencies and were tasked with driving 25 per Recorded responses were then fed back via the Digital design: Chris Bond, Vanina Mannu
cent of these (or 100 planners) to the party. In the website to the managers, to arrange follow-up Offline production: Duncan West
event this target was smashed – 30 out of the 50 appointments. Online production: Barnaby Ellis
agencies attended and 300 people registered to Getting prospects at this level talking to their Account director: Jo Szpunar
become media’s biggest hitter with 150 attending business development manager has, in the past, Account manager: Kate Adams
the party (the maximum number permitted due to always been the hardest step. And leads at this level Client: Katherine Shilton, head of business cam-
fire regulations). can take up to nine months to convert to sales. But paign management, T-Mobile
Finalists
Canon
Diet
Tidalwave
Fiat Professional
Measure Up
Arc Worldwide
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