Direct | WARC

Case Study • Direct Marketing Association - UK, Silver, 2018

Virgin Holidays, a tour operator, increased footfall in UK storefronts using AI technology to personalise users' communications – without a TV budget.

Age UK: Mitigating loss of cold DM with a new channel for sustainable growth

Case Study • Direct Marketing Association - UK, Bronze, 2018

Age UK, a charity, revised its strategic approaches in light of GDPR to achieve significant ROI improvements in the UK.

Volkswagen Commercial Vehicles: Chassis Cab

Case Study • Direct Marketing Association - UK, Bronze, 2018

Volkswagen Commercial Vehicles (VW), brand of light commercial vehicles, launched the Crafter Chassis Cab in the UK so that a business could convert the vehicle to suit their line of work.

SEAT Arona Launch

Case Study • Direct Marketing Association - UK, Bronze, 2018

SEAT Arona, a sport utility vehicle, used email technology to retain the attention of UK consumers which contributed to 2230 car orders.

Say YES for Children: Unicef's marketing permissions campaign

Case Study • Direct Marketing Association - UK, Silver, 2018

Unicef, a non-profit organisation, retained the ability to contact its active supporters post-GDPR in the UK by launching new propositions with an engaging but simple message.

Formula 1: A Season of Stories at Speed

Case Study • Direct Marketing Association - UK, Silver, 2018

Formula One (F1), the highest class of single-seater auto racing, increased interest in the sport in the UK by launching an email campaign with exclusive content such as track-side photos.

McDonald's UK: Monopoly Wiiiin!

Case Study • Direct Marketing Association - UK, Gold, 2018

McDonald's, a fast food company, increased players of its Monopoly game and restaurant visits by launching an online game and sending out winners' emails to show that people can actually win.

Bupa: First Year "My Bupa" Email Journey

Case Study • Direct Marketing Association - UK, Silver, 2018

Bupa, an international healthcare group, increased customer engagement in the UK by introducing a new data strategy that allowed it to cross-sell to its members based on email clicks.

Premier Inn: Business Booker

Case Study • Direct Marketing Association - UK, Silver, 2018

Premier Inn, a hotel brand, used a disruptive method to reach consumers in the UK and highlight how its brand offers a solution to repetitive tasks.

The Guardian: GDPR - Leave or Remain?

Case Study • Direct Marketing Association - UK, Gold, 2018

The Guardian, a British daily newspaper, encouraged its readers to opt in to its emails post-GDPR by rebuilding its preference centre and creating humorous communications.

Jo Malone London: Omnichannel Communications Programme

Case Study • Direct Marketing Association - UK, Silver, 2018

Jo Malone (JML), a perfume and scented candle brand, created a joined-up, multi-channel campaign across the brand's major touchpoints to increase revenue in the UK.

Virgin Holidays: Return Home Journey

Case Study • Direct Marketing Association - UK, Bronze, 2018

Virgin Holidays, a tour operator, encouraged UK holidaymakers to combat the low they felt after returning from a trip by booking their next journey with Virgin Holidays rather than short-haul carriers.

P&O Ferries: What Next - Spontaneity DM

Case Study • Direct Marketing Association - UK, Silver, 2018

P&O, a British cruise line, increased awareness in the UK by sending letters without a destination to prospects and encouraging them to take an adventure.

Neilson Active Holidays: Ski 2017/18

Case Study • Direct Marketing Association - UK, Bronze, 2018

Neilson, the tour operator, moved away from travel agents to sell their flagship ski holidays exclusively direct to British consumers – giving them an ROI of 20:1.

Britain’s Beer Alliance: Long Live the Local

Case Study • Direct Marketing Association - UK, Gold, 2018

Britain's Beer Alliance, a cross-industry group of brewers and pub groups, used petition signatures and emails to MPs to fight beer tax in the UK.

Direct Line: Personalised Videos

Case Study • Direct Marketing Association - UK, Gold, 2018

Direct Line, an insurance company, educated UK consumers on the importance of taking out insurance by launching a personalised video campaign that sent unique versions of its video ad to each customer.

Essity: Launch of Cushelle Quilted

Case Study • Direct Marketing Association - UK, Silver, 2018

Cushelle, a brand of toilet tissue, used a powerful value led headline – "£2 OFF" – to encourage engagement with the brand in the UK.

Goodbye Boring, Hello to Exciting Communications from Suzuki

Case Study • Direct Marketing Association - UK, Bronze, 2018

Suzuki, the automobile company, persuaded motorists in the UK to opt in to its communications in light of the GDPR.

Virgin Holidays: Ready to Travel

Case Study • Direct Marketing Association - UK, Gold, 2018

Virgin Holidays, a tour operator company, increased customer loyalty and ROI by launching an airport guide and shareable booking celebrations in the UK.

TV Licensing: Pulse Will You Be In?

Case Study • Direct Marketing Association - UK, Gold, 2018

TV Licensing, a licensing authority for television in the UK, reinforced the consequences of not paying for a license by sending out personalised letters detailing a visit from a local enforcement officer.

Royal Mail: Proving the performance of mail in the digital age

Research Paper • MRS Awards, Winner, MRS Award for Media Research, 2018

Kantar TNS, a market research and market information group, launched a pilot study with Royal Mail, a postal service and courier company, to provide metrics for advertising mail.

How the California Consumer Privacy Act impacts pharma

Article • Marylyn Donahue, Event Reports, Digital Pharma East, October 2018

The California Consumer Privacy Act (CCPA) will transform how brands gather and employ consumer data in the state – and, potentially, beyond.

American Express brings hyper-personalization to email

Article • Reed Karaim, Event Reports, DMA &Then, October 2018

American Express, the financial-services provider, has used personalization to enhance its email marketing efforts.

How print and online flyers impact consumers

News • 02 November 2018

Print and online flyers have an equivalent impact on memory and purchase behaviour, meaning the best promotional vehicle can be selected using cost and reach criteria, a paper in the Journal of Advertising Research (JAR) has argued.

Hiroshima Tourism: Oyster Kanji Dictation

Case Study • Susumu Yamamoto, WARC Prize for Asian Strategy, Entrant, 2018

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.