7129_44-49_160608.qxd 10/6/08 15:45 Page 1
>
BELOW THE LINE
First past the post
This year’s An Post Direct Marketing Awards paid
homage to some of the most effective and creative direct
marketing executed in 2007. Marketing Age takes a
closer look at a selection of the winning campaigns
total of 22 gold awards were presented at the recent An >>> It’s Alive Inside — RMG Target
A
Post Direct Marketing Awards, with accolades being The powerful combination of Guinness and RMG Target was
handed out to campaigns in categories ranging in scope recognised with a total of five gold awards.
from press responsiveness to brand building, and from Tackling a dip in sales caused by changing trends in the market
green initiative to retention and winback. and pressure from competing lagers and ciders was one of the
The big winner on the night was RMG Target, which picked up biggest challenges for Guinness in 2007. The key objectives of
the overall prize for Agency of the Year in addition to its haul of eight campaigns developed by RMG Target during the year included
gold, three sliver and two bronze awards. With six gold, two silver acquiring new customers to the brand and also retaining existing
and three bronze awards, Diageo was named Brand of the Year. customers.
Dataconversion Direct, meanwhile, was recognised in the Supplier In the on trade, non Guinness drinkers were targeted with activi-
of the Year category. Over the next few pages, we look at just some ties that leveraged Guinness’ sponsorship of Irish rugby. They
of the campaigns that impressed the judges. were recruited in pubs throughout the Six Nations and Rugby
World Cup and subsequently invited back to sample the product
on three separate occasions. Participants also received Guinness
rugby merchandise, memorabilia and behind-the-scenes access to
the Irish team.
There was also a strong emphasis on developing home occa-
sions for Guinness drinkers, including Guinness Poker Nights.
Consumers who signed up received a customised Guinness poker
kit and can vouchers to help promote the trial.
Consumers who participated in these acquisition activities were
migrated to the Guinness relationship marketing (RM) programme,
which produces a series of direct mail pieces for loyal Guinness
drinkers. Personalisation is a key factor of the mailings, which
include a birthday card. “Personalisation and the general use of
data is what separates this programme from most others,” explains
Michael Craig, senior account manager at RMG Target.
“Consumers have a genuine feeling that this is a one-to-one con-
versation with Guinness and this is a brand that knows and under-
stands them.”
Results for the campaign exceeded all targets. From an acquisi-
tion point of view, 120pc of the target was achieved. Of those who
then progressed to the RM programme, some 40pc moved from
adopter status (Guinness is one of the drinks I drink) to adorer sta-
tus (I only or mostly drink Guinness).
44 Marketing Age May/June ‘08
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 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92