Aim Direct Hits Another Bullseye With Fence Post
A unique campaign involving a 9ft fence post already highly acclaimed in New Zealand and Australia has seen this country's leading direct marketing agency, Aim Direct, bestowed with a top international direct marketing ECHO Award.
Nearly 1000 entries to the International Direct Marketing Association's 70th awards were submitted from all over the world and Aim Direct received the Gold Supreme Mailbox Award for the most innovative use of direct mail, the first time it has gone to an agency outside the United States.
The campaign carried out at the end of last year targeted farmers with rural banking services from the Bank of New Zealand and more than 500 prospects received a pack attached to the fencepost!
Aim Direct managing director Sharon Henderson says the agency is absolutely delighted with the award which follows several wins for the campaign in the recent New Zealand DMA's RSVP Awards and both the New Zealand and Australian Promotional Products Awards.
"All banks have tried to claim the turf by arguing they have rural managers who understand farming but our challenge was to move beyond that and claim a newer, more distinctive position," says Ms Henderson.
"We developed a highly effective package that tapped into the heart of the farmer's psyche. The campaign was a huge success and it is fantastic to see our achievements recognised so prestigiously in New Zealand and throughout the world."
Aim Direct's Bank of New Zealand campaign generated a whopping 83 percent response and more than $50 million in new business for its client.
"As soon as Aim Direct presented us with the fence post pack creative we knew it would work however the results exceeded our expectations and we were utterly thrilled," says Bank of New Zealand managing director, Mike Pratt.
"The fence post campaign and Aim Direct are certainly deserving of this award."
Aim Direct was set up in 1988 by Bill Gianotti and Clemenger/BBDO owns 77.5 percent of the company. It opened an office in Wellington in 1997 and has international affiliations with a further 394 marketing communications agencies worldwide as part of the multinational OMNICOM Group.