PMS_AWARDS_p041 21/4/08 17:35 Page 41
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 41
Sponsored by Best Direct Mail Initiative
Winner: Land Rover (top)
Highly Commended: Volkswagen (bottom)
WINNER
Land Rover
Defender Rough Smooth
Craik Jones
The agency was briefed to dramatise the significant
improvements to the new 2007 Land Rover Defender
– improved on-road refinement and off-road
prowess – both creatively and by offering a test
drive to encourage prospects to experience the vehi-
cle for themselves.
The Land Rover Defender faces stiff competition.
Although considered legendary for its off-road
capability, Defender is up against keenly priced
Japanese rivals such as Isuzu, Mitsubishi and Toy-
ota, which are known to be robust, reliable, and
more refined on-road.
People who buy a Defender have important prac-
tical needs – they’re looking for a vehicle that can
carry and tow things such as equipment, materials
and livestock, on and off-road.
They could be small business owners (farmers,
foresters, engineers) who need a proper, working,
no-nonsense 4x4 for their work, or they could be
people looking for the same thing for life outside
work – vintage car enthusiasts, yachtsmen or out-
door adventurers. Almost all are men likely to be
aged 40 to 65, hands-on types, who want the best tool
for the job, definitely not something that will let
them down.
Therefore the creative approach could be nothing
other than uncomplicated and to the point. The on
and off-road message, ‘Smoother on the road.
Tougher in the rough’ is aptly demonstrated using
smooth and corrugated cardboard.
Inside, the message is again balanced through a
boldly styled brochure which opens two ways to
dramatise both the on and off-road capability of
Defender. The brochure uses expansive imagery HIGHLY COMMENDED
and short, strong headlines to convey the power and
Volkswagen
intrepidness of the vehicle.
Prospecting activity, using incentives, encour-
The Golf Plus Book of Gardener’s
ages people to respond and provides important
Friends
information, namely intended purchase date and
model of interest.
Proximity London
Those looking to buy soon are referred to a dealer Since its launch in 2005, the Golf Plus has had prob-
while those purchasing in the longer term are lems differentiating itself from its sister model, the
included in this rolling prospect programme which Golf. The agency needed to devise a way of illus-
communicates with them at key points with test trating its key benefits, such as clever storage and
drive offers (on and off-road) and incentives to keep space flexibility, and encourage prospects to find
Land Rover at the top of their consideration list. out more and take a test-drive.
The return on investment from this campaign is Data analysis of previous Golf Plus buyers response rate, more than 200 per cent higher than
solely attributable to direct activity. For every showed that these people were, at 50-plus, older than previous Golf Plus mailers.
pound spent an incremental £37 in profit was deliv- the majority of Golf hatch drivers, and attitudinal
ered to Land Rover. trends showed they were most likely to have an Senior account manager: Abi Fletcher
interest in gardening. Account director: Mat Spencer
Art director: Jo Jenkins Hence the Golf Plus Book of Gardener’s Friends Group account director: David Miller
Creative director / Copywriter: David was born, showing how the Golf Plus, with its Art director: Mark Dudley
Brown clever use of space and storage flexibility, is the Copywriter: Chris May
Planner: Jo Powell ideal practical companion for any gardener. Head of design: Alex Normanton
Production manager: Janet Berry In terms of results, it has become Volkswagen’s Production manager: Graham James
Client director: Helen Eaton most effective pack ever, achieving a 10.6 per cent Head of art buying: Lauren Gordon
Finalists
Waitrose
Fish and Wine
Kitcatt Nohr Alexander
Shaw
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53