Publicis Chemistry scoops two Golds at the DMAs
Orange and Velvet bring home trophies
LONDON, 8 December, 2011: Publicis Chemistry scooped two Golds, a Silver and a Bronze at the 35th DMA UK Awards, held in London last night.
The Orange ‘Broken Record’ DM campaign scooped two Gold trophies: for best business to consumer direct mail and best IT/telecoms campaign.
The campaign, which promotes Orange’s Ready Deal to parents, was in the shape of a scratched vinyl record. It was based on the creative idea that children can sound like a stuck record when they are constantly asking for their phone credit to be topped up. Ready Deal allows parents to pay for credit up front, which can be released in smaller increments each month over a six or 12 month period, so that children stop asking for more.
The judges said: “This was a clear Gold winner because it was strong on all three fronts – strategy, creative and results. The insight was really sound, the creative was charming and impactful. And it worked!”
SCA Hygiene’s Velvet scooped Silver in the special green category and also a Bronze in the doordrops. The winning campaign was a doordrop which folded out to show the difference a tree planting project can make to a city and was part of Velvet’s Campaign for Tree’s initiative.
The DMA Awards recognise the best in UK direct marketing. This year, 39 companies were shortlisted for medals in 35 categories.