Client: Goldbrand Development
Agency: dp&a/Simons Palmer
Copywriter: Dan Douglass
Art director: Dave Edwards
Client: Health Education Authority
Agency: Duckworth Finn Grubb Waters
Copywriters: James Fryer, Brendan Wilkins
Art directors: Mike London, Paul Hancock
Client: Tony Stone Images
Copywriter: Ken Richman
Art director: David Harris
Two new credit cards were launched every day in 1996. The most memorable
and successful is probably the Goldfish card, through its multiple media
approach to deliver awareness and recruitment.
Direct mail, take-one/ have one, press inserts, OTP, TV, DRTV, radio and
outdoor advertising were all deployed to deliver a consistent brand
approach. The brand personality conveyed was honesty (’tell it like it
is’), inclusiveness (’for people who want to find things in common with
others, not points of difference’), simplicity and challenge. Together,
the various media were employed to provide brand encounter, invitation,
application, fulfilment and ongoing relationship.
The programme scored first place in numerous surveys and
These included Marketing’s Adwatch and Royal Mail’s research of
financial services direct marketing. NOP identified it as the UK’s
fastest-growing credit card - 20% of all cards issued in the campaigning
period were Goldfish.
Little surprise, then, that this campaign also won this year’s Grand
’It is a wonderful example of how you can integrate the process of
direct marketing into the whole campaign,’ the judges commented. ’It is
fully integrated, the brand proposition runs through everything. It
looks good, and is very well put together. Results have been
Few young people know the facts about the health risks associated with
drug taking, and what they think they know is often myth. The challenge
was to present the facts to an audience distrustful of authority.
’Traditional media alone wouldn’t have been enough, so we use guerrilla
tactics,’ says the agency. Devices employed were water bottles, record
bags and leaflets in clubs, record shops and at festivals, together with
trusted teen magazines, radio and the style press.
The Tony Stone stock photography library supplies images to creative
personnel across advertising and design agencies, in-house marketing
departments, and magazine and book publishers. Activities to promote the
service included trade advertising, theme catalogues, Christmas cards,
calendars and a welcome pack for new customers.
The campaign set Tony Stone apart from its competitors as the picture
library that really understands its market of creative people. The wide
variety of communications created a high level of spontaneous awareness
and a large uplift in sales.
This article was first published on Marketing