2011 Gold Best use of business to business direct mail | DMA
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2011 Gold Best use of business to business direct mail

01 Dec 2011

Client Rightmove

What is wonderful about this work? We simply let the facts speak for themselves; by digging out statistics for each targeted postcode, we proved the value of using Rightmove advertising products. Each piece was personalised to a postcode or area. We saw a more than 20% sign-up rate for each campaign.

What details of the strategy make this a winning entry? Although Rightmove is the most successful property portal in the UK, they had an issue convincing some of their audience of estate agents that their advertising products represented real value for money. Rightmove’s question was “How do we change these perceptions to sell more of our products?” We were initially given London as a test, with rollout to other problem areas in the UK, if we were successful. Historically, Rightmove struggle to get London estate agents signed up as they think we are poor value for money, arrogant, and unsuited to London properties. Our challenge was to overcome those notions and encourage recipients to reconsider Rightmove. Following the success of the London campaign we replicated its impact nationwide – but this time we had to create a piece that could be easily personalised by region and quickly communicate key facts to achieve important cut-through in difficult areas.

How did creativity bring the strategy to life? Rightmove provided key statistics, which formed the basis of our creative platform. With data broken down to postcode level, we could prove that Rightmove outperformed all its major competitors in all areas. The creative compared the number of visitors attracted by well-known London tourist spots with the number of visitors to Rightmove’s property portfolio. The inclusion of ticket offers in a personalised, postcode-specific box achieved high cut-through in a particularly tough market. Nationwide, a different, more aggressive approach was taken: this time we asked “Can you afford not to advertise with Rightmove?” This was a clear, concise, compact piece of creative communication backed with indisputable facts from the client.

Results Like the campaign, the facts speak for themselves. In a market that held generally negative preconceptions of Rightmove, our cut-through was impressive, with a 23% sign-up rate within four weeks of dispatch. Nationally, we had another impressive uptake rate: of the 1,236 prospects, 20% (247 recipients) signed up to Rightmove products.

Judge's comment:“What we liked about this campaign is that it takes quite a granular approach. It uses key statistics in individual postcode areas to send estate agents personalised packs that are very pertinent to the local area.” Caroline Kimber, Stephens Francis Whitson

Team Natalie Marques – Marketing Manager, Rightmove, Christos Karakanna – Group Director, Nathan Langton – Activity Manager, Ian Fox – Art Director, Mike Bayfield – Copywriter, Cordell Burke - Creative Director, Chris Haynes- Art Director

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