Research Paper
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Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad and Ida D'Attoma, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 338-348
The effectiveness of online versus offline promotional communication is an important marketing issue.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Libresse, a brand of feminine hygiene products, increased value share by launching Vagina Varsity, an email campaign that taught women in South Africa about their reproductive health.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
Aster DM Care, a healthcare provider, increased the number of eye check-up visitors in Dubai and India by launching an eyesight test that used visual cues rather than letters.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018
IGNITE National, a nonprofit organization aiming to prepare the next generation of female leaders, designed a campaign to increase donations and help decrease the gender inequality in politics in the US.
Case Study
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Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2018
The Interreligious Council in Bosnia & Herzegovina, an organisation focused on decreasing religious prejudice and promoting inter-religious dialogue, launched a book that mirrored 10 important topics of the Bible and the Quran to successfully raise awareness for religious tolerance and doctrine similarities.
News
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06 June 2018
NEW YORK: Marketers continue to send irrelevant emails to customers and to focus on driving traffic to online properties despite most people doing their shopping in-store, new research shows.
Case Study
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AME Awards, Bronze, 2018
Heyne Hardcore, a publishing company, launched The Book Tape campaign in Germany to increase consumer awareness for the book, Schottendisco.
Article
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Sam Peña-Taylor, Event Reports, World Retail Congress, April 2018
Williams Sonoma, the US homeware brand, prizes its culture of entrepreneurialism, which stems from the company's historic ability to pursue successful new ideas.
Case Study
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ARF Ogilvy Awards, Bronze, 2018
Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.
News
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19 January 2018
LONDON: Advertising mail does not have a high industry profile but even in the digital age it remains a major media channel – worth £1.7bn – and one that now has a currency to support media planning.
Case Study
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Direct Marketing Association - UK, Silver, 2017
Public Health England, an executive agency of the Department of Health in the UK, launched the ‘Be Food Smart’ campaign, which used activity packs and an email campaign to educate families on the food they were eating.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
SkoFIN, the car financial services company owned by Volkswagen Financial Services, created an attractive new manual to engage customers with its offerings in the Czech Republic.
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
Creative direct mail helped Alef, the technology company, distribute its new Cisco Meraki product in the Czech Republic.
Case Study
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Integrated Marketing Communications Council Europe, Silver, 2017
Fischer, the biggest travel agency in the Czech Republic, explored whether tourists' main motivation for spending money on vacation is buying into local cuisine by launching an email campaign, offering them local culinary specialities .
Case Study
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Integrated Marketing Communications Council Europe, Bronze, 2017
TLC Marketing, a marketing agency, used Direct Mail to stand out and increase promotions with its network of fish and chip shops in the UK.
Case Study
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Direct Marketing Association - UK, Gold, 2017
Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.
Case Study
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Direct Marketing Association - UK, Gold, 2017
IKEA, the Swedish furniture retail company, blurred the lines between online and offline in order to encourage customers in the UK to sign up to its emails.
Case Study
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Direct Marketing Association - UK, Bronze, 2017
Cargo handling company IAG Cargo attracted SME freight forwarders in the UK through an always-on loyalty programme tailored to their passion points.
Case Study
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Direct Marketing Association - UK, Gold, 2017
Virgin Trains, a train operating company in the UK, created personalised emails and SMS reminders to improve its communication with customers and ensure they booked again with Virgin.
Case Study
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Direct Marketing Association - UK, Silver, 2017
Honda, an automotive brand, successfully maintained its position as market leader in the UK by introducing a tool that matches customers with its best fit motorcycle and provides steps to help them pass their test.
Case Study
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Direct Marketing Association - UK, Silver, 2017
Great Western Railway, a British train operating company, created a ‘keepable’ door drop campaign that featured stickers and graphics to encourage consumers to find new and exciting destinations.
Case Study
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Direct Marketing Association - UK, Silver, 2017
Channel 4, a British public-service television broadcaster, built a bespoke email using CSS animation to promote the England vs Scotland UEFA Women’s championship game on live TV and All 4.
Case Study
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Direct Marketing Association - UK, Bronze, 2017
Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.
Case Study
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Direct Marketing Association - UK, Gold, 2017
Fiat, an automotive brand, re-designed a magazine review of its original Fiat 124 Spider sports car to advertise its new model in the UK.
Case Study
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Direct Marketing Association - UK, Gold, 2017
The RNLI (Royal National Lifeboat Institution), a charity in the UK, persuaded the public to consent to being contacted by producing a powerful call to arms, 'Communication saves lives'.
