WHAT ARE YOU WORTH by Proximity London for Direct Marketing Association

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WHAT ARE YOU WORTH

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Industry Shows, Events & Festivals
Media Direct marketing
Market United Kingdom
Agency Proximity London
Executive Creative Director Caitlin Ryan
Art Director Chris Georgiou, Soni Singleton
Copywriter Chris Monk
Released June 2010

Awards

Caples Awards 2011
Other Media Retention/Loyalty, non-mail Silver

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DIRECT MARKETING ASSOCIATION
Product/Service: DMA AWARDS
Agency: PROXIMITY LONDON
Date of First Appearance: Jun 2 2010
Entrant Company: PROXIMITY LONDON, UNITED KINGDOM
Entry URL: http://whatareyouworthblog.wordpress.com/
Executive Creative Director: Caitlin Ryan (Proximity)
Director of Creativity and Innovation: Debi Bester (Reinvention Works)
Art Director: Soni Singleton (Proximity)
Account Director: Cassy Waugh (Proximity)
Planner: Jo Powell (Proximity)
Copywriter: Chris Monk (Proximity)
Art Director: Chris Georgiou (Proximity)
Graduate Creative: Luke Mcclure (Proximity)
Graduate Creative: Martin Power (Proximity)
Account Manager: Nadia Themistocleous (Proximity)
Graduate Creative: Fiona Brown-Hovelt (Proximity)
Graphic Designer: Stefanie Posavec (Proximity)
Group IT Manager: Michael Curtis (Proximity)
Media placement: WordPress - Wordpress - July 2010
Media placement: Facebook - Facebook - July 2010
Media placement: You Tube - You Tube - Aug 19th 2010
Media placement: Stickham - Stickham - Dec 2010
Media placement: Twitter - Twitter - July 2010
Media placement: Royal Mail Post - Mailed - July 2010

Describe the brief/objective of the direct campaign.
Last year in Britain, spending on direct marketing had plummeted. The future of the Direct Marketing Association Awards depended on proving that direct marketing was worth investing in today. But not just to anyone. In true direct style, to those who influence how marketing budgets are spent and which awards are worth entering.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
“What are you worth?” That’s what the DMA asked creative graduates, winning agency professionals, biggest clients and most influential creative leaders of Britain. Only, they didn’t ask themselves. They hired creative graduates to be their voice in a campaign that used every DM technique, tool and channel in the book.

They invented a new direct medium called TwitteratiMail, designed info graphics redefining ‘value’, interviewed controversial creatives and clients, created live “artists’ impressions” of the value of winning campaigns and live streamed at the 2010 DMA Awards… before rising to the toughest test of DM: getting the Deputy Prime Minister to endorse the campaign.

Explain why the creative execution was relevant to the product or service.
‘What are you worth?’ was a pioneering example of ‘propagation planning’. We carefully architected the campaign to not only seed the question, but start the conversation and spread the debate … and as we targeted audiences of increasing influence, our message about the power of direct and the value of ideas grew in relevance, credibility and reach.

The coup was in using direct marketing to reach not only marketing-savvy, advertising-resistant professionals, but probably the most overly-targeted leader in the land, the Deputy Prime Minster himself – who influences the largest DM budget in Britain, one of the DMA’s most awarded accounts.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• 5 creative graduates took the DMA’s message to the Deputy Prime Minister’s office
• 30 of Britain’s most influential creative thinkers gave us 60 hours of interviews
• Over 700 people watched our controversial content on awards night
• Over 50,000 more joined them at home via live stream

To give you an idea of the mass influence this campaign has created, you only have to recognise that the top 10 leaders who spoke to us have a combined Klout score (measure of influence) of 516 – nearly three times that of the ten most high profile Conservative cabinet ministers.

The budget was just £25K including all data, media, production and fees. Not much to shift into the 21st century the perception of not only the DMA Awards or even the DMA, but direct marketing itself

Instead of being daunted, however, we used our meagre budget to our advantage, demonstrating the cost-effectiveness of DM to access even the most inaccessible, generate word of mouth, and create viral across zero to low-cost media platforms in the toughest of economic times.