Thomson campaign wins IDM BPA Diamond
Released 30 May 2008: The top prize for the 2008 IDM BPA Awards has been won by WDMP Communications and CreatorMail with their client Thomson’s hugely successful campaign which delivered more than £1 million extra sales in one month alone.
Silver was awarded to Rapier for Virgin Media and Bronze went to OgilvyOne Worldwide for BT Business. Mike Colling & Co/Whitewater were Highly Commended for their work for RSPCA.
The winners were announced at the IDM BPA Gala Dinner last night where the awards, sponsored by DQM Group, were presented by comedian Paul Thorne.
Of the winning entry, the BPA judges said:
“This year’s Diamond Award winner is a classic example of data segmentation, marrying what is essentially a very simple but effective creative idea with great use of personalisation. It was engaging and well put together, and was one of the few mailings you’d actually like to receive. What’s more, it was clear how the campaign could evolve and get stronger. Yet perhaps the most attractive thing of all was that it did not depend on the size of the budget – this sort of work is within the reach of all direct marketers.”
Of the 2008 award scheme, IDM Managing Director, Derek Holder added:
“The IDM Business Performance Awards are not simply a beauty parade -- entries have to demonstrate a long-term, strategic and sustainable contribution to the business, be convincingly argued and factually substantiated and show an excellent appreciation of the pertinent marketing issues. This year, we were particularly impressed with the standard of entries for the Diamond Award, while the individual awards – the Facets – attracted a huge number of submissions that reflected excellent work in terms of strategy, planning and execution.”
You can view full details of the winning entries, which were as follows:
THE DIAMONDS (sponsor: DQM Group)
Diamond winner
The direct marketing programme judged to have made the most outstanding strategic contribution to overall business success in 2008 is:
Client: Thomson
Agency: WDMP/CreatorMail
Campaign: Personalised customer direct marketing campaign
Silver winner
Client: Virgin Media
Agency: Rapier
Campaign: The launch of Virgin Media
Bronze winner
Client: BT Business
Agency: OgilvyOne Worldwide
Campaign: BT Business Total Broadband
Highly commended
Client: RSPCA
Agency: Mike Colling & Co and Whitewater
Campaign: Home for life
THE FACETS
Awarded in recognition of excellence in a specific marketing discipline, the 2008 Facet winners are:
DIRECT – Acquisition
Winner: COI & DfES / CMW
Campaign: Active Kids
Runner-up: RSPCA / Mike Colling & Co and Whitewater
Campaign: Home for life
DIRECT – Retention
Winner: Thomson / WDMP
Campaign: Personalised customer direct marketing campaign
Runner-up: Evening Standard / HH&S
Campaign: Eros rewards card launch
DIRECT – Creative
Winner: Royal Mail / Proximity London
Campaign: Chocolate Letter
Runner-up: Tourism Ireland / Mabox
Campaign: The Dream Reward
DIRECT – Innovation
Winner: The Army / Tequila\London
Campaign: Pathfinder
Runner-up: Royal Mail / Proximity London
Campaign: Mr Complete
DATA – Customer Insight
Winner: Help the Aged / Tangible Data
Campaign: Mobilising supporter and performance insight to maximise Raffles income
Runner-up: LV= / Occam Direct
Campaign: Dynamic Database – a profitable dynamic partnership
DATA – Targeting
Winner: Barnsley Primary Care Trust / Dr Foster Intelligence
Campaign: Barnsley Healthy Breathing Campaign
Runner-up: (no runner-up awarded)
DATA – Best use in B2B
Winner: Rapid Racking / Blue Sheep
Campaign: Blue Sheep delivers the pathway to success
Runner-up: (no runner-up awarded)
DIGITAL – Acquisition
Winner: Cushman & Wakefield / Concep
Campaign: Cushman & Wakefield Knowledge Center
Runner-up: Alliance & Leicester / Greenlight
Campaign: Alliance & Leicester natural search campaign
DIGITAL – Retention
Winner: Scottish Widows / Scottish Widows in-house
Campaign: Scottish Widows adviser extranet – Becoming easier to do business with
Runner-up: Barclays / Dare
Campaign: Woolwich Intermediaries Fantasy League
DIGITAL – Branding
Winner: The Carphone Warehouse / CHI & Partners
Campaign: X Factor challenge
Runner-up: Cadbury / CMW Interactive
Campaign: Cadbury’s Creme Egg – Goo play
DIGITAL – Creative
Winner: The Carphone Warehouse / CHI & Partners
Campaign: X Factor challenge
Runner-up: The Army / Publicis Modem
Campaign: One Army recruiting
For more information about the IDM BPA Awards, visit www.theidm.com/bpa.
Notes to Editors
For more information contact Martin Croft.
