A door-drop campaign featuring a message in a milk bottle has
scooped the Grand Prix at this year's DMA Royal Mail Awards.
Associated Co-op Creameries and its agency Partners Andrews Aldridge
conceived the campaign to stem a decline in doorstep milk delivery.
The apparently handwritten note, signed by a Co-op milkman, wishes
customers 'good morning' and offers a free pint of milk when they take
up the service.
Judges were impressed by the campaign's simplicity and response
rates.
Milk rounds that used the door-drop saw a 26 per cent rise in
deliveries.
The push also won Golds in the FMCG and door-to-door categories.
A total of 27 Golds were awarded across 32 categories at the ceremony
held on 4 December, more than double that of last year. Integrated
campaigns were particularly successful: a multi-media promotion for the
VSO by Leonardo took four Golds, while Archibald Ingall Stretton won
three Golds for its integrated Skoda campaign.
Multiple-winning agencies included Oneagency, which won four Golds for
two campaigns, and Harrison Troughton Wunderman, which won three Golds,
also across two campaigns.
Mark Nohr, chairman of the judges, said there had been "some real stars"
among the 800 entries this year. "Looking at the campaigns for VSO,
Co-op, Skoda, and others, I think I speak for many when I say they
passed the 'I wish I'd done that' test."
- See enclosed DMA Royal Mail Awards 2001 Book of the Night for further
details of winners and finalists.
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