Mothercare (Early Learning Centre): Jack & the Beanstalk

PARTNERS ANDREWS ALDRIDGE

JUDGE'S COMMENT:

"The judges struggled to find fault in this unanimous winner. Creatively charming and innovative, this personalised campaign showed that investing a little extra can generate an even greater ROI."

Caroline Parkes, LIDA

THE TEAM

Claire Wellman

Samantha Peters

Alan Mackie

Michael Poole

Paul Snoxell

Andy Todd

Steve Aldridge

Celine Gale

CLIENT • Mothercare PLC (Early Learning Centre)

WHAT IS WONDERFUL ABOUT THIS WORK? • We targeted parents at a truly magical time: just before their child's birthday. But how do you get everyone to bubble with excitement for just 60p a pack? So far we've generated £7,553,280, with a response rate of over 17% and ROI of 13:1. And 121,937 children have written their own story.