White van man speaks

Van drivers. Do they have opinions about vans? Does a decorator’s radio have the odd paint spot? You can bet they’d have something to say about Ford’s new Transit. A 3-day test drive would give them time to come up with a few honest observations – and then note them down on this business-like clipboard that was mailed to artisans up and down the country. It worked like a charm, with 50 test drives being booked into Ford dealerships on the day the mailer landed.

Remember, if you can’t see my mirrors, I can’t see you. Nor can I hear you either. Because I’m on my mobile.

Through Wunderman Automotive. Art Director Anthony Cliff. Continue reading

Gosh.

Great Ormond St Hospital (GOSH) needed to raise enough cash to re-equip two ageing operating theatres with state-of-the-art operating tables, video equipment and air conditioning. This mailer to an existing donor base brought in all that was needed – twice over. When that happens, that’s when you’re glad direct marketing has measurable results.

A right, not a hand-out.

Pick it up. It’s yours. No, really, it is.

When Pension Credit was introduced the fear was that many of the most needy recipients would be too proud to claim what was seen by some as a hand-out – even though it was their absolute entitlement. My campaign strapline, ‘Pick it Up. It’s Yours.’ conveyed the message that Pension Credit is there to be collected as of right.

Through Draft London. Art Director Ed Floyd.

Fancy your own restaurant?

Sainsbury’s wanted to launch a range of fresh Asian sauces made by Sharwood. The sauces make it simple to cook authentic Asian cuisine in your own home. We sent out menus personalised with the recipient’s details munged into the name and address of an Asian restaurant.

Through Proximity London.  Art Director Anthony Cliff.

Defrost for 24 hours

Sweden lies partly within the Arctic Circle, so you’d imagine they would know a thing or two about making an all-weather convertible. This pack, mailed in a frosted plastic envelope, proved the point and contained an invitation to take a 24-hour test drive. I have no idea how many cars it sold but it did win a John Caples dinner so that’s alright.

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