IDM reveals winners of debut sixth form competition

The IDM awarded students from Ilkley Grammar School first prize for its mailing campaign for Direct Line's No Claims Discount, which aimed to persuade households with newly qualified drivers to drive on their parent's policies and earn a no-claims discount.

All competition entrants were briefed by Direct Line to devise a marketing plan that would encourage existing Direct Line customers to upgrade their accounts, and for potential customers to switch insurers. More than 4,500 sixth form schools across the UK were supplied with marketing materials for the competition.

The Ilkley Grammar School students held off competition from second-placed Wimbledon College and third-placed Kings School in Peterborough. There were also additional awards for Preston Manor High School in North London, and Tavistock College in Devon.

The awards supplement the IDM's existing National Student Competition, which has run for 10 years, and was created to generate interest in marketing as a career choice and to create up to date teaching materials for more than 4,500 UK schools which run business studies classes.

Mike Tildesley, marketing director at Direct Line, said the company was "blown away" by the Ilkley Grammar School entry. He said: "We joined forces with the IDM on this initiative because we're passionate about bringing on the next generation of direct marketers."

This article was first published on brandrepublic.com