PMS_AWARDS_p029 21/4/08 17:15 Page 29
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 29
Best Responsive Insert/Door drop Initiative
Winner: Unicef
WINNER
in the developing world, however, many don’t agency has increased the volume of committed
believe that by giving a small amount, such as £2 a givers on the database, and guaranteed income to
Unicef
month, they can make a difference. Therefore the Unicef. Following the initial welcome programme,
Immunisation Card
communication sought to address the audience donors were entered into the retention programme
insight by providing a compelling and tangible solu- which consists of various communications aimed
WWAV Rapp Collins
tion to the problem. at increasing lifetime value and enhancing donor
The message running throughout the insert was relationships with the charity.
The charity wanted to recruit new committed very clear – 5,000 children die every day from pre- The primary objective of this test campaign was
givers to donate £2 a month and to beat the current ventable diseases. It only costs 66p to buy the med- to beat control and the immunisation card achieved
control insert piece. The challenge was also to over- icine to immunise a child against the six childhood this by 218 per cent.
come the common insight that £2 a month doesn’t killers, therefore, £2 a month would make a huge As one judge commented: “This is a highly orig-
really make a difference. difference and help to save the lives of three chil- inal and innovative approach, providing lots of lay-
The agency created an immunisation card insert dren every month. ered emotion. I wish my agency had done it.”
as a creative test; therefore it was tested against the In terms of the creative strategy, WWAV wanted
control insert in a proven, control title, to ensure to create something that would stand out from the Client services director: James Griffiths
results were robust. Typical Unicef donors are crowd, but it had to be simple and powerful. So, the Account director: Becky Bishop
characterised as 60-plus, well-educated, affluent and agency based the mailing on the actual immunisa- Senior account manager: Sarah Vigors
informed about current and global issues, therefore tion card given to children in the developing world Account manager: Ginny Rasle
insert titles and publications that consistently per- to prove they have been immunised against the six Copywriter: Patrick Norrie
form well for Unicef are broadsheets. diseases. Why? To put the problem and the way to Head of DM: Debbie Stokes
The target audience are informed about global solve it, quite literally, in each recipient’s hand. DM officer: Louise King
issues and think it is important to give to children By recruiting donors who give £2 a month the DM assistant: Kelly Stewart
FINALIST
Cascaid
Craik Jones
Rapier
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