This mailing to existing customers ably shows the message of the pack: persuade a friend to sign up to Sky and get £50 in vouchers plus a free Sky+ box. The penguin imagery of animated movie Happy Feet gives it a seasonal feel, making it appealing without detracting from the offer in hand. Not the world's most enticing piece of work, but I'm sure it persuaded some people to treat themselves, as well as a pal, before Christmas.
Barclays' (2) small-business customer mailing frames the recipient as a multi-tasking superhero who could benefit from expert support. The pack aims to increase traffic to the bank's free online skills training service. While the message is efficient, it isn't obvious that it is for small and medium-sized companies and the offer is hidden inside. But it looks to be an effective extension to the bank's "Now there's a thought" theme and may get some customers to see Barclays in an unexpectedly thoughtful light.
Sesame (5) provides support services to independent financial advisers (IFAs). Its mailing is seeding the idea of compliance with the minefield of financial regulation among IFAs in small firms. The letter is peppered with holes, illustrating the pitfalls of not following expert advice. I'd still like to see B2B mail being more brave and inventive so that it can become more engaging.
Carmaker Smart (1) is trying to inject a little humour into the stresses of life behind the wheel. Fictional guru Dr Tridion offers pearls of driving-related wisdom from "The Road To Enlightenment", a tongue-in-cheek guide to relaxing on the road that doubles as a showcase for the Smart Fortwo model. As a way of persuading prospects to upgrade, customers to return and boost test-drive figures, it works nicely. But with ideas like this, there is a risk of being too self-indulgent, which can lead to the fictional character and product benefits becoming disjointed.
Finally, we have a launch mailing for the Renault Laguna Mark 3. The Renault (3) pack includes a memory stick presentation of the car's main features, offering an easy-to-peruse checklist for existing retail and fleet customers, as well as other prospects. Although it's a neat way of showing off a new model, the USB has not been used to its full potential, with customers without internet access offered only limited options and features.
- Send samples of work in any medium, along with a print-quality scan to: Claire Foss, senior reporter, Marketing Direct, 174 Hammersmith Road, London W6 7JP
1. SMART
Objective: To promote the Fortwo model and encourage test drives and
sales
Target audience: Prospects and current Fortwo owners looking to upgrade,
lapsed customers and Mercedes-Benz owners looking to purchase a second
car
Client: Smart
Agency: Claydon Heeley
Art directors: Peter Harle and Maxine Gregson
Copywriter: Johnny Watters
Medium: Direct mail
2. BARCLAYS
Objective: To direct recipients to a website to register for an online
training and support package
Target audience: Small business owners with revenue of under £1m a
year
Client: Barclays Local Business
Agency: EHS Brann
Art director: Michelle Tully
Copywriter: Mark Whitehead
Medium: Direct mail
3. RENAULT
Objective: To launch the Renault Laguna Mark 3 with a message that the
model is reliable and well-built
Target audience: Retail and fleet customers and prospects
Client: Renault
Agency: Publicis Dialog
Art director: Stuart Gillespie
Copywriter: Paul Bennett
Medium: Direct mail
4. SKY
Objective: To encourage customers to recommend Sky to a friend
Target audience: Existing Sky customers
Client: BSkyB
Agency: Digital and Direct Communications
Art director: Saul Brennan
Copywriter: Pete Taylor
Medium: Direct mail
5. SESAME
Objective: To encourage independent financial advisers (IFAs) to
purchase Sesame's latest range of regulatory support services
Target audience: IFAs in small firms
Client: Sesame
Agency: 23red
Art directors: Kathy Kielty and Tristan Cavanagh
Copywriter: Catherine Russell
Medium: Direct mail