Magazine article Marketing

Gold Award

Magazine article Marketing

Gold Award

Article excerpt

Before diving into why this entry walked off with the top award, there are two key points to make. One is that it illustrates the Rover Group's commitment to high-quality direct marketing--Rover Cars won the Gold a year ago with its loyalty-building Catalyst programme. The second is that it is a triumph for new agency Craik Jones--a recent breakaway from Ogilvy & Mather Direct.

Craik Jones, which submitted the entry, was responsible for the creative, planning and research input, though the client is anxious to make clear that its project management agency, The Ops Room, undertook list and premium sourcing, data manipulation and lasering, mailing, telephone response handling and fulfilment.

The brief, in what has been a disastrous year for the car industry, was to encourage known owners of luxury cars to test drive and buy the 35,000 pounds Range Rover without discounting the price. The strategy included building a list of potential customers whose profiles closely matched those of existing owners, and then weeding out non-serious prospects by requiring them to provide their own insurance for an extended test drive. …

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