- Rapier has walked away with the Gold Award at the 18th annual Direct Marketing Association/Royal Mail Awards, for its DRTV campaign for Cable & Wireless.
The campaign, which aimed to win more customers for its telephone service, also won the DRTV category of the Best Use of DM Media section.
Contributory factors to the win included the response rate being far higher than projected -- after the launch in November 1997, the acquisition campaign generated 180,000 responses in the run-up to Christmas against the target of 100,000. The cost per response was also half of what was expected, coming in at £10 per response. Through its diligent logging of all enquiries, that cost has now come down to £5.
Rapier also gained awards for the client in the Brand Building category of the Strategic Use of DM section, in which it achieved first place.
In the High Volume Consumer Direct Mail category, Rapier gained third place for its launch questionnaire and related mailings that achieved three times its target of 100,000 responses. In the Acquisition Programme category, its won first prize for the DRTV ads. And Rapier won second place in the Integration category for the entire brand launch.
John Townshend, the creative director of Rapier, said: "Our Cable & Wireless campaign winning the Gold makes the whole notion of the 'line' absurd -- being above or below it. This is the first time that a brand campaign has been informed by the use of all media. The direct marketing element of the launch was at the heart of creating the positioning of the brand."
Craik Jones Watson Mitchell Voelkel also walked away with a handful of awards for its work for Boots No7 -- for which it picked up the two first places and two second places -- and Land Rover -- for which it won three firsts, five seconds and two thirds. It also picked up awards for the Independent Newspaper and Parcelforce Worldwide
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