The six shortlisted entries excelled across all three of the judges’ criteria of originality and fitness for purpose, with the top three designing direct mail that was sure to stand out from the sea of post that the busy IFA receives every day.
Harris Troughton Wunderman takes first prize for its Visitor Pass for marketing the M&G Recovery Fund. Illustrating the way fund manager Tom Dobell visits companies invested in by the fund, the campaign saw inflows into the fund increase by 49 per cent in the two months following the campaign. “A fresh way to deliver the message that M&G’s fund managers are out there working for the investor,” commented one judge.
TEQUILALondon’s campaign for PruHealth comes second for the finesse of execution of this multi-layered marketing pack. Couriered to each recipient, the attractive pack contained an eye-catching stainless steel dumbell with a well-written booklet and an event invitation. The campaign, which brought home the concept of the cheaper protection the fitter the customer, saw launch events fully booked out and positive feedback from IFAs.
Citigate Albert Frank comes third place with its Ratebuster direct mail pack for DWS Investment Funds. The campaign took the theme of a building society passbook to promote the idea of offering IFAs the opportunity to take business that would otherwise go to bank and building society deposit accounts. DWS has already seen over 2,000 confirmed places for its RateBuster tour, an unprecedented 27 per cent response level.
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