Dialog Agencies win Deutsche Post Awards for Creativity
2007 Direct Mail Advertising Competition awards prizes to national winnersBonn, 06/19/2007, 11:30 AM CEST
Winners were evaluated in five categories at the Siegfried Vögele Institut in Königstein: "standard format", "open format", "partially addressed mailings", "house advertising" and "political communications". Concept and strategy, creative use of graphics and text, target group specific approach as well as results and efficiency comprised the evaluation criteria. The background to the annual competition: Successful dialog agencies have long discovered that dialog marketing is a factor of success in the mix of advertising media. Agencies increase the economic success of their customers through creative and interactive campaigns.
In the "standard" category, i.e. personalized standard mailings, Benner & Partner won for a mailing for Vodafone. The mailing with the title "two is one too many" was supposed to have a CPO of EUR 150. The target line was exceeded by 62.68 percent: an award-worthy success.
The top spot in the "open format" category was won by b-Lo, an agency for below-the-line marketing, with an advertising campaign for Skoda. Starting with "Einfach mal den richtigen finden" (just find the right one), and further with "Einfach mal auf Tour gehen" (just hit the road) and finally "Einfach mal genauer hinschauen" (just take a closer look), Skoda dealers invite you to take a test drive. With 17.2 percent response from 400,000 contacts, this was an all around successful campaign.
In the "partially addressed items" group, the argonauten G2 agency reached first place with a mailing for Commerzbank. With this campaign, sufficient appointments could be made using a date reminder for the calendars of extremely busy people.
Nobody won first place in the category of "house advertising". The best agency in this category, RMG Connect, won only the silver award. The goal, to leave behind a lasting impression after first drawing attention, met with only a 3 percent response rate. They advertised with tie-ins to the publishing industry, which is already working successfully with the agency. In order to make that lasting impression, they mailed gummi bears.
In the "political communications" category, which regards itself as new impetus for the still young discipline of political mailings, Rapp Collins convinced the jury with a mailing for Hamburger Tafel, a social help organization. After just a short period of time, the superbly designed mailing attracted the support of 26 percent of the people who received the mailing.
Winners received attractive financial rewards at an exclusive final event. First place winners in each category received EUR 3,000, second place EUR 2,000 and third EUR 1,000. Renowned experts in marketing, communication and dialog comprised the jury: Vera Hermes (free-lance journalist), Rudolf Jahns (Jahns and Friends), Christian Thunig (marketing), Prof. H. Dieter Dahlhoff (University of Kassel), Kerstin Plehwe (Initiative ProDialog), Dr. Jürgen Hesse (Siegfried Vögele Institute), Martin Wider (Publicis), Prof. Frank Huber (Mainz University).
A total of 392 agencies took part in the 2007 direct mail competition, submitting 608 entries. One mailing from 2006 per category could be submitted. The best entries were first selected at a regional competition and then went on to the final decision round at the national level. There, a cross-regional jury selected the winners.