With 58 entries for the award of best direct mail pack last year, the category has been divided into two new categories, Best IFA Direct Mail Pack and Best Consumer Direct Mail Pack. This award acknowledges the best of the 72 direct mail campaigns competing across the two categories this year. Judges shortlisted the direct mail campaigns able to make an impact on the busy IFA rather than end up going straight in the bin.
Winner: H.H.M. - Norwich Union Healthcare - Vitamin C Mailer
H.H.M. created a chemist's bag containing a prescription and a tub of vitamin c tablets to promote Norwich Union Healthcare's income protection and private medical insurance products. Originally held back because of the anthrax scare, the campaign received a positive response, with some IFAs asking for samples to send to their clients.
Second: Masius - London Stock Exchange - ETF-TIN
Third: Comma - Future Mortgages - Bah Humbug