Story strikes Gold at DMA Royal Mail Awards
10th December 2007
The Mission Marketing Group plc ("TMMG, themission®"), the national marketing communications and advertising group, announces that its Edinburgh based agency Story, has won two Gold, one Silver and two Bronze Awards at the prestigious DMA Royal Mail Awards held at The Grosvenor House Hotel, London on Tuesday December 4th 2007. This year's wins give them an impressive total of 14 Gold DMA awards since launch, just over five years ago.
Great strategy. Great creative. And great results. These are the criteria Story successfully met to win the most prized Awards in the industry for work on The Glenmorangie Company and Ulster Bank.
Story won the following Awards:
- Gold for Best Customer Loyalty: Glenmorangie LVMH - Ardbeg Brand
- Gold for Best Consumer Direct Mail: Glenmorangie LVMH - Ardbeg Beastie
- Silver for Best Copy: Glenmorangie LVMH - Ardbeg Beastie
- Bronze for Best Launch of New Product: Glenmorangie LVMH - Ardbeg Beastie
- Bronze for Best Financial Services: Ulster Bank multi media campaign
The Glenmorangie Campaign consisted of a mailing launching a whisky named Arigh Nam Beist and targeted members of the Ardbeg Committee, Ardbeg's highly successful worldwide CRM programme. The mailing, to 36,000 recipients resulted in the sale of 24,788 bottles which represented a 69% response. The pack contained a spine-tingling legend written as if it was penned by an Islander but was actually created by Story. The whisky was positioned as the ideal ‘stiff drink' to steady the nerves after reading the legend. The mailing was posted to ensure it dropped onto doormats on Halloween, heightening the tension of the tale.
The Ulster Bank Campaign was created to promote mortgages in both Northern Ireland and the Republic of Ireland and had to address the challenge of the differences in cultural nuances and currencies. Story identified the fact that a thousand is a ‘grand' in both regions as well as being a colloquial expression meaning ‘great', thus the creative was based on helping switchers save a ‘grand' on their mortgage. The campaign achieved £143.5m of new business, with unprompted awareness up 16%.
The DMA Royal Mail Judges commented on the campaign for The Glenmorangie Company: "It was on brand, with incredible results and beautifully produced. It was very strong in all three criteria of creativity, strategy and results."
Dave Mullen, Creative Director at Story commented: "It's a great honour to be recognised by our peers for having produced work that is acknowledged for its excellent creativity, strategy and results. This is inspiring for all of us at Story and we aim to be able to continue to
produce campaigns that excel in these areas for our clients."
Iain Ferguson, CEO of themission, commented: "This is an excellent achievement for Story. The DMA Royal Mail Awards recognise strength and talent across the selection criteria of creativity, strategy and, importantly, results - all of which are clearly demonstrated in Story's
work. Coming on top of a long and impressive list of wins this year, this recognition again highlights themission agencies' focus on producing work that works hard for our clients' business."
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