O2: Operation Effectiveness

ARCHIBALD INGALL STRETTON…

JUDGE'S COMMENT:

"An extraordinary level of insight into the daily challenges that IT directors face. Sending out a letter addressed to the recipient listing 20 different job titles and just including a business card as the call to action was a bold move. The client and agency deserve this award for bravery alone!"

Mike Colling, Mike Colling & Company

THE TEAM

Spencer White

Chris Dodson

Andy O'Carroll

Paul Grainger

Matt Morley-Brown

Ellis Faint

Steve Stretton

Dan West

Martin Lythgoe

CLIENT • O2

WHAT IS WONDERFUL ABOUT THIS WORK? • IT directors are often so snowed under with everyday niggles that they have little time to deal with business-critical issues. We used a witty approach to cut through the usual DM, covering a C4 envelope with job titles we knew would touch a nerve. We achieved a 15% take-up of a new service; particularly satisfying, as 35% of the audience were cold prospects.