2009 ECHO Award - AMDIA

BRONZE
ROYAL MAIL WANTED TO ATTRACT
MORE BUSINESS FROM MAILROOM
MANAGERS, so it sent a package that delivered
a strong message about its service. The
package contained a ball that was labeled “not
a stress ball” and was accompanied by a letter
that told recipients they could take some stress
out of their life by using the dependable services
of Royal Mail. Instead of needing to squeeze a stress
ball, they would have the time to casually bounce their
new ball while knowing that all deliveries would reach
CAMPAIGN NAME – Not a Stress Ball
BUSINESS-TO-BUSINESS ADVERTISING MEDIUM – Direct Mail
AGENCY – Proximity London
CREATIVE DIRECTOR – Nicola Rogers
ART DIRECTOR – Duncan Gray
COPYWRITER – Patrick Collister
COPYWRITER – Marcus Iles
ACCOUNT DIRECTOR – Nick Myers
PLANNER – Mark Hancock
DATA PLANNER – Nikki Gosling
SENIOR ACCOUNT MANAGER – Rebecca Evans
BBC HAD TO CONVINCE STUDENTS TO BUY A TELEVISION
LICENSE but knew they often resisted with colorful excuses. Students
received notices about a license fee with their acceptance to university
and again with a university welcome pack. Once on campus, the campaign
used students’ often-outlandish excuses to promote the cause,
sharing various clips of students sharing their best excuses. Whether on
TV, the radio, or in Facebook banner ads, the message was clear: BBC
thought students’ excuses were great—because it could use them as
evidence against those who didn’t register. ROI reached 13:1 and sales
increased 4.8% over the previous year.
CAMPAIGN NAME – TV Licensing “No Excuse” Campaign 2009
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – Proximity London
ACCOUNT MANAGER – James Dyer
ACCOUNT DIRECTOR – Lindsey White
ART DIRECTOR – Jason Fletcher
PRINT PRODUCTION MANAGER – Stuart Ketteridge
CAMPAIGN MANAGER – James West
PRODUCER – Marc Schneider
PLANNER – Hazel Reed
CLIENT – BBC TV Licensing
MARKETING MANAGER - Brand – Peter Kirk
CAMPAIGN MANAGER – Selina Holliday
BUSINESS AND
CONSUMER SERVICES
their destinations, as planned. The
campaign achieved an ROI of
9:1 and exceeded the
target twofold.
PRODUCTION
MANAGER –
Becky Maguire
CAMPAIGN MAN-
AGER – Laura Masterson
CLIENT – Royal Mail
MARKETING COMMUNICATIONS EXECUTIVE – Paul Malone
MARKETING COMMUNICATIONS MANAGER – Caroline Forbes
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