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22 PrecisionMarketing Response Awards in association with the International Direct Marketing Fair
Best FMCG
Sponsored by
WINNER
Mars
Pedigree DentaStix (Open Wide)
Joshua-G2
The client briefed Joshua-G2 with four objectives:
to educate consumers about the need for routine,
preventative oral care for dogs; to establish a daily
teeth cleaning habit; to establish Pedigree as the
authority in oral care for dogs; and to encourage
awareness and trial.
The resultant mailing contained information on
oral care for dogs, based on the fact that 80 per cent
of dogs over the age of three have gum disease.
Denta-Stix offers the solution to replace the daily
oral care routine. The pack’s purpose was to over-
come consumer product concerns and form habit.
It featured a product sample and money-off
coupons, plus a 21-day ‘see the difference’ money
back guarantee. Trial was influenced through a
sample pack or a free coupon for seven sticks,
according to the size of the dog. The following
coupon was a money-off offer for a 28-stick pack,
also depending on the dog size, to encourage repeat
purchase and create a long enough use to see the
results. Highly Commended: The
Winner: Mars (above)
Due to the fact that DentaStix is a dental hygiene Conservatory (below)
product relevant to virtually all dog owners, except
very young puppies and senior dogs, Pedigree ing out flowers) it managed to get under their radar.
required volume penetration. The main target was What red-blooded man wouldn't like to be handed
Pedigree’s own customer database; all relevant a flower by a young lady just before Valentine’s day?
database targets received a pack, with the copy tai- As it turned out very few. While people can be reluc-
lored by dog size and age. tant to take leaflets in the street, this proved very
The pack was sent to 491,098 consumers selected popular.
purely from the existing Mars dog database across On closer inspection, the flowers had no heads
a variety of cells by selecting adult dogs of all sizes and the message on the card urged the reader to buy
aged one to ten. The pack also tested the level of flowers for their partner – before they got their
redemption between active customers and cus- heads bitten off. While this was meant in fun, it was
tomers who have no involvement with the brand, as a timely reminder and very effective.
well as responders to the Pet Smile Month in 2006 After all, two days before Valentine's day is the
(this is the largest veterinary health promotion in 11th hour, even for the most lackadaisical of
the UK). boyfriends/husbands.
The results were impressive. It created 43,000 new When customers called the shop to reserve, or
trialists in the 12 weeks following the mailing, order flowers, staff were trained to ask if cus-
29,000 more than expected, representing 67 per cent tomers wanted to be sent reminders on special occa-
increase against the control group sions (birthdays, anniversaries etc). This means
It also delivered £147,000 profit uplift in the 12 that the company can send out less communica-
week period and an estimated £648,000 annual profit HIGHLY COMMENDED tions, that are more effective – saving wastage.
uplift.
The Conservatory
Old flowers were used that hadn’t been sold (after
Executive creative director: Christian Clark
Headless Flower
all they didn’t need to be fresh as they
had no heads). This made the mailing highly cost
Copywriter: Louise Day
Personal
effective. This was The Conservatory's most suc-
Art director: Rachel Robinson cessful piece of marketing ever. The campaign
Account director: Harriet Jarvis The aim of the campaign was to boost sales for The achieved a 6 per cent response and takings were up
Account manager: Katherine Chamberlain Conservatory on its most important day of trading by 73 per cent from the previous year.
– Valentine's day.
The agency decided that street marketing was the Creative director: Jason Andrews
ideal medium as it was the best way to target men, Copywriter: Michael Poole
aged between 18 and 35. By having young women hand- Art director: Alan Mackie
ing out flyers (it looked as if they were simply hand- Account director: Robin Lewis
Finalists
Diageo/Guinness Nescafé
St Patrick’s Day Party Nescafé Pick-me-ups loyalty scheme
Tullo Marshall Warren Joshua-G2
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