PMS_AWARDS_p009 21/4/08 16:38 Page 9
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 9
Best Automotive
WINNER
Mercedes-Benz
Luxury Mailer
Claydon Heeley
In spring 2007, Mercedes-Benz launched its ulti-
mate luxury coupé, in the form of the CL-Class.
The primary objective was to encourage test drives
of the vehicle and make the target audience aware
of the level of luxury they would experience when
driving it.
The CL-Class is a truly luxurious, fast and ad-
vanced car. So the client was advertising to the
wealthy car connoisseur. These people are so well
informed the agency did not feel it needed to give
them yet another car brochure, instead opting for
the idea of giving them a feeling of what the car is
actually like. It created a faux-leather envelope,
housing a polished chrome plate with just a contact
number for test drive. It was claimed to be a first
for British direct mail. As recipients were actually Winner: Mercedes-Benz
getting their hands on leather and chrome, it was a
subtle mini-taster of the car’s luxury credentials
(the closest thing to actually experiencing the car).
A sensory experience that only direct mail could
deliver: simple, confident and very Mercedes-Benz.
From a targeting perspective, customers, lapsed Creative partner: Steve Aldridge
customers, prospects and some competitor drivers Art director: Carole Epplestone
were selected from cold lists. Respondents were Copywriter: Helen Sharp
then flagged according to the nature of the re- Group account director: Andrew Waddell
sponse (eg test drive / brochure), and followed up Account director: Jo Eker
in the appropriate manner. The pack generated a
response of 8 per cent. More impressive was the in- HIGHLY COMMENDED
cremental revenue generated at over £2m in sales,
Land Rover
and therefore a ROI of over 25:1. Over 50 per cent of
responses were test-drive requests. As one judge
Defender Rough Smooth
noted: “This pack was very sensory; with a strong,
Craik Jones
simple message and great results.”
Although considered legendary for its off-road capa-
Executive creative director: Peter Harle Commended: Lexus bility, The Land Rover Defender is up against keen-
Executive creative director: Dave Woods (above); Land Rover ly priced Japanese rivals such as Isuzu, Mitsubishi
Copywriter: Johnny Watters (right and below) and Toyota, which are known to be robust, reliable,
Designers: Andrew Carlisle, Jessica Tibbles and more refined on-road. The beauty of the De-
Head of project management: Georgie Bradshaw fender is its simple honesty, so the creative treat-
Client partner: Chris Westlake ment had to match.
Business director: Dave Skerrett The on and off-road message, ‘Smoother on the
Account director: Mark Lainas road. Tougher in the rough’ is demonstrated using
Account executive: Simon Gregory smooth and corrugated cardboard, a utilitarian mate-
Data planner: Emma Crowle rial which is both fit for purpose and true to the
integrity of the vehicle.
HIGHLY COMMENDED category. Big luxury saloons were (and are still) Inside, the on and off-road message is balanced
Lexus
being challenged on two fronts. Spend a bit more through a boldly styled brochure which opens two
GS Hideaways
and buy an SUV or spend a bit less and get a well- ways to dramatise both the on and off-road capability
appointed small luxury saloon (3 Series versus 5.) of Defender. For every pound spent the agency deliv-
Partners Andrews Aldridge
The agency created a book that told the story of ered an incremental £37 in profit to Land Rover.
all the thinking places that the target market had
The agency was tasked with attracting tepid spent time in, on their journey to the boardroom. Art director: Jo Jenkins
prospects; older men who had expressed a vague in- As a result, the mailing prompted 64 per cent more Creative director / copywriter: David Brown
terest in the Lexus GS in the past but never fol- test drives than previous activity, for a cost-per-re- Planner: Jo Powell
lowed through, and get them to ask for a brochure sponse of £47. Meanwhile, response-to-lead-conver- Production manager: Janet Berry
or test drive of a two-year-old car, in a shrinking sion was 40 per cent. Client director: Helen Eaton
Finalists
Honda UK
Fiat Professional Hondamentalism Direct
Measure Up Response
Arc Worldwide Hicklin Slade & Partners
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