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BELOW THE LINE
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>>> Ultimate Water Hazard Challenge —
Think Marketing
The winner in the travel and entertainment category, Think
Marketing’s The Ultimate Water Hazard Challenge campaign was
developed for Celtic Fairways Golf to introduce the new golf and
leisure holiday company to a discerning North American target
market through tour operators and corporate travel officers.
A 3D direct mail pack challenged its recipients to ‘Take on the
ultimate water challenge’ with the reveal ‘Can you get this ball back
across the pond?’ Inside the pack was a used golf ball from the
K Club.
The main objective of the campaign was to create credibility and
give people the sense that this small start-up business is a quality
organisation. As bookings for golf holidays from North America typ-
ically happen 12 to 18 months in advance, no immediate response
was anticipated.
“When the first booking came, it was within 60 days and wasn’t
expected,” says Amy Swearingen (MMII), managing director, Think
Marketing. “This represented 150pc over-target sales projection.
Where it was really off the charts was in terms of the brand building
and product recall. Essentially, even one booking would have paid
for the piece, and we had that within just a couple of weeks.
“Celtic Fairways Golf reported an 88pc brand recall, 76pc of
which was unaided,” she continues. “In driving sales of a four-way
group packages, the 1pc response rate attained was good by
industry standards nowadays.”
>>> People Ready — DirectBrand
The People Ready campaign was developed by DirectBrand to
personalise the relationship Microsoft Ireland has with its key cus-
tomers. The primary medium of high-impact direct mail was sup-
ported by individual websites with personalised web addresses, in
what was a first for Ireland.
To date, the programme has had three phases, with the person-
alised website as the central call to action. The number of people
revisiting their unique page has remained consistent.
Feedback from customers has helped Microsoft dev-
elop how it communicates with its customers and influ-
enced the content on the site, with links to video case
studies, new research, product updates and events. The
customer relationship management initiative has con-
tributed significantly to the sales pipeline, with results well
on course to meet the target set.
“The People Ready campaign is a good example of how
brand engagement works in practice,” says Ruaidhrí
O’Brien, client services director, DirectBrand. “The direct mail
piece connects with the relevant decision makers and prompts
interaction directly with the brand via the personalised website.
This builds a sustainable relationship with a pay-off for both
Microsoft and the customer.
“Everyone likes to see their name up in lights, and the person-
alised web address prompted a 22pc response rate, with many
recipients spending up to 15 minutes on the website,” he says.
May/June ‘08 Marketing Age 45
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