Lexus Insight, a quarterly campaign, has evolved into a tightly focused customer acquisition and retention programme with premium creative treatment, fully managed distribution and optimised data capture to generate in-depth follow-up research. Real Digital receives data, logic and variable zoning diagrams to create a highly variable personalised mailing piece. The customer’s response? “It’s a pleasure working with the team as nothing is too much trouble and the results are consistently good.” And the judges’ conclusion? “The Lexus piece, even though it was a very tight turnaround, was of the highest quality and demonstrated really smart use of data throughout.”
Real Digital International
www.real-digital.co.uk 020 8603 7000
Highly commended
The Lettershop Group (part of the YM group)
www.tlg.co.uk 0113 231 1113
The Lettershop in Leeds undertook Sainsbury’s ‘Live Well For Less’ personalised mailing numbering 1.6m packs per quarter. The project was tough due to the high level of variable colour and the need to link images to text. But the real challenge was to produce a mailing in such volumes cost effectively. The results: increased sales of promoted lines and an increase in sales uplift per customer.
Finalists
- Concept Communications Group
- REAL Digital International
- The Lettershop Group (part of the YM Group)
Category sponsored by Kodak
