Taking a campaign directly to the top

What works in direct marketing? We take a look at some campaigns that have reached the DMA Award finals.

* Vodafone's direct-marketing campaign, created by Lowe Worldwide, last year won one of 12 global Gold Echo awards in the United States, and is looking like a hot contender for a DMA gong.

Lowe's Auckland office developed a live television instant win competition. Viewers had to guess the outcome of a 24-second challenge, and text in their entry.

The winner's name was revealed at the end of the challenge. V24, as it was called, ran on TV3 for 11 weeks and had up to 30,000 people texting entries within the 20 minutes available to enter.

* The Auckland Regional Council tackled pollution problems last year through a direct-marketing campaign created by Aim Proximity.

The Big Clean Up campaign, which also used above the line advertising, sent letters to houses in the council's area, seeking views on environmental concerns and household habits. The campaign then analysed the data to give personal advice on how to improve environmentally friendly behaviour. The campaign's initial goal was to sign up 30,000 people in the first year. That goal was reached within eight weeks.

* Tower entered three campaigns, one of which focused on getting new customers.

Tower partnered with Omegatrend, which direct sells various products.

It used those networks to promote its insurance products by giving Omegatrend members "points" to credit towards their insurance premiums.

Through the campaign, Tower was able to reach tens of thousands of potential customers. Tower credits the campaign with helping it surpass two-year targets for new policy sales and revenue after just over a year.

Tower says its campaigns are maximising customer "touchpoints" as much as possible by marketing through point of sale, internet, television, business presentations and focus groups.