In its first year as a standalone award, the Best Consumer Direct Mail Pack category has attracted over 50 entries. Judges were impressed with the different creative and novel approaches to making consumers think about financial services. This award acknowledges the most impressive pack directed at consumers.
Winner: TBWAGGT Direct - Prudential Assurance – The Mini Money Book
TWBA GGT's Mini Money Book was described by one judge as a telling pack rather than a selling pack. Part of the Plan From The Pru campaign, the Mini Money Book introduced consumers to uncomfortable financial truths in an engaging way.
Second: Partners Andrews Aldridge – Lloyds TSB – Savings Book
Third: Draft Worldwide London – HSBC Offshore Bank - Inpatriate Mailer
Third: story UK – first direct – home truths