2011 Gold Best use of business to consumer direct mail

01 Dec 2011

Client Orange

Team Gill Richardson - Orange Campaign Manager, Charlie Cracknell - Planning Manager, Jyoti Sharda - Propositions Manager, Baz Williamson - Art Director, Collette Boardman - Copywriter, Sarah Whiteley - Client Services, Wendy Pocock - Creative Services, Malcolm Cotton - Senior Planner

What is wonderful about this work? We targeted Orange customers with young kids during the back-to-school period, offering them a pre-packaged phone deal to put an end to pestering for phone credit. We sent out a scratched vinyl record, entitled: "Can you top up my phone Mum/Dad?" Orange achieved excellent results for this consumer base campaign, helping to drive sales and strengthen brand loyalty.

What details of the strategy make this a winning entry? Ready Deal is a pre-pay phone plan with automatic monthly top-ups, which puts parents in control of their child's mobile spending. Research shows that by 15, nearly all children (97%) own a mobile, with the vast majority (70%) bought by their parents. Therefore, influencing the buying decisions of parents is key to gaining market share among this younger audience. Our objective was to tap into the existing Orange customer base and convince parents Orange is the brand of choice when getting a new phone for their kids. We used powerful data profiling techniques (including CACI tools) to identify parents of eight- to 16-year-olds in the database. To convince them of the benefits, we had to directly address a problem they face - controlling their child's mobile spending - and present Ready Deal as the solution. This audience tends to be cash conscious and time poor, so we needed to show them we offered convenience and value for money. To increase their brand loyalty, we also wanted to demonstrate that Orange understands their parenting pressures. We targeted them during the back-to-school period, when parents are being pestered for a new phone and extra

credit. During this time, pressure from peers to call and text is also usually at a peak.

How did creativity bring the strategy to life? We developed the idea of a broken record, sending out a real vinyl single with a long scratch. The song title read: "Can you top up my phone Mum/Dad?" by The Kids. Vinyl has particular appeal for parents of this age group, and had great stand-out on the doormat. The record sleeve contained a leaflet saying, "Kids sounding like a broken record? Sort them out with auto top ups and a free pay-as-you-go phone."

Results Orange achieved excellent results for this consumer base campaign, helping to drive sales and strengthen brand loyalty. The broken record was a memorable, highly visual and tactile piece that engaged our audience. Anecdotal feedback from the audience told of people keeping the record and pinning the sleeve up in their kitchens.

Judge's comment: Great doormat drama and a strong insight. It's nice to see direct mail that takes production value and cut-through seriously. It also shows off how the tactile medium of mail can create a great brand experience. - Caitlin Ryan, Proximity London

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2011 Gold Best use of business to consumer direct mail

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