DMA Awards 2009

Summary
This case study discusses a direct marketing campaign from agency Cordscom & Mint and Bupa, a UK-based private healthcare provider. Its aim was to keep consumers spending on the service, despite adverse economic conditions. Press, online display and search ads were all used. The campaign won bronze in the B2C category of the 2009 DMA Awards.

Summary
The fashion retailer, Republic, wanted to find new channels to best drive online sale and to drive 4,000 additional sales to www.republic.co.uk over a five-week period during the run up to Christmas 2008 at a cost per acquisition of £10. It decided on an online display campaign. Standard cost-per-thousand and cost-per-click buying offered no guarantees of delivering returns, so it devised a straight cost-per-acquisition campaign across an advertiser network. It ran the advertising across a blind network, ensuring the network was broadly on-target. The average click-through rate was 0.07%, against an average of 0.03% for similar CPA campaigns on the same network, with some placements achieving CTRs of as high as 2.04%.

Summary
This OgilvyOne Worldwide campaign, which won a silver at the 2009 DMA Awards in the best brand building campaign category, cast employees of British Gas, a UK energy company, as "local heroes". It involved a broadcast phase incorporating press, radio and outdoor, and then BTL channels. The creative consisted of one or two "compelling and illuminating" stories per town, from local British Gas engineers.

Summary
This Coca-Cola campaign, from Ogilvy London, promoted the Fanta brand to teens through the Stealth Sound System mobile app. It won bronze in the best use of mobile category at the 2009 DMA Awards. The campaign has gone viral, with youngsters discussing the app via their social network profiles.

Summary
Partners Andrew Aldridge's work for Visit Wales, aimed at boosting tourist numbers in the low season, won bronze at the 2009 DMA Awards. The campaign targeted walkers, combining DM and digital. Recipients were sent an orienteering compass, mounted on a card which told them how far their home was to their "perfect walk in Wales", and details of a microsite to visit.

Summary
Food giant, Danone, wanted to increase UK sales of Danone Waters brands in multi-site operator stores, build stronger relationships with larger customers in the independent and convenience channel and demonstrate a signification ROI to account managers and store-group owners. A national database was created detailing store lists, contact details, current distribution, share of space and promotional compliance by store. This gives us accurate information to plan and prioritise the biggest opportunities and facilitate a national roll out of the activity. Stronger relationships at store level, led to loyalty in stocking, merchandising and re-purchase. It also made stores more self-sufficient and reduced repeat work for representatives.

Summary
In this campaign,Channel 4 used paid search innovatively as a time-sensitive, cost-effective medium to tap into a growing Video on Demand market.Its click-through rate increased YOY from 5% to 12% and cost per view decreased from £0.82 to £0.05. To maximise advertising yield from VOD on Channel 4.com.Video views for Catch Up had to achieve a cost-per-view of less than 15p.The campaign resulted in a drastic improvement in the volume of video views and the spend to acquire them. It reduced CPA from £0.82 to £0.05. The campaign has driven six million views.

Summary
A campaign for Virgin Media, from agency Rapier, which won a silver at the 2009 DMA Awards in the best customer acquisition campaign, is the subject of this article. Vigin achieved a "step change" in response through sending out test packs to customers of rivals Sky; eventually, 6,000 were persuaded to make the switch.

Summary
This case study looks into BEC & TUG's work for Motability Operations, which aimed to facilitate customer access to an online guide, providing information for the disabled. It included an integrated PPC campaign as well as traditional PR and ads. The campaign won bronze (best use of search, natural and paid-for) at the 2009 DMA Awards.

Summary
Greenbee had seen growth stagnate. John Lewis customers were no longer responding keenly to communications. It created an integrated campaign centred on exceptional service. Over three months it broke records for quotes, sales and commission. Overall sales were up 70% YoY.