Finalists

Client: Envision Licensing

Agency: OgilvyOne

Campaign: TV Licensing

Evading payment of the TV licence fee is a criminal offence, but one which is committed by one in 20 households in the UK. A new licence fee collection consortium has applied data analysis techniques to the identification of non-payers. Through applying the effectiveness and cost-efficiency of its communications and follow-up activity has significantly increased. As a result of applying a scorecard to communications in year one, a response rate of 16 per cent from the evader population has been achieved. Just under a quarter of a million previous non-payers have been encouraged to pay for their TV viewing.

Client: PHH Business Solutions

Agency: N/A

Campaign: AllStar Fuel Card

Changes in the fleet management sector are being wrought by new taxes and environmental controls. To maintain growth and protect market position, the company developed new branding, introduced direct marketing techniques for the first time and focused on added-value product options. Incremental card sales rose by 49,000 in one year, producing a 21 per cent rise in revenue from a marketing budget of a &£125,000. A lifetime value calculation, based on current attrition rates and incremental revenue, shows the new sales to be worth &£120m.

Client: Penguin Books

Agency: N/A

Campaign:Puffin Book Club Relaunch

Following the move in-house of the Puffin Book Club in 1996, it was recognised that a major overhaul was required to ensure this long-running programme realised its potential. In 1999 a dedicated in-house department was established, with its own staff and database. Growth targets were set and direct marketing campaigns refocused, with a strong emphasis on service. As a result, average order values have doubled, new members have been recruited, lapsed members re-acquired, and increased direct mail made possible within existing budgets.