Those lovely people at Marketing Week have run a feature about the IDM Business Performance Awards 2009.. and as Red C picked up Bronze in The Diamond Award… our award-winning work for the Mystery Tipper gets a lovely feature.

The IDM Business Performance Awards have been celebrating the most effective and influential marketing for the past 12 years, recognising the strategic contribution of direct, data and digital marketing to business. The most coveted prize in direct marketing, the BPA Diamond becomes ever harder to win as the standard of entries raises the bar each year.

Here’s what the IDM had to say about our work for the Swinton Mystery Tipper:

Swinton Taxi Division is a specialist insurer which has been facing increased competition, lower premiums and a plateau in sales. The company was looking to increase the number of quotes and gain an edge in a commodity market. Taxi drivers are time-poor and need to be engaged by a product from a highly competitive market with some large players.

Word of mouth was recognised as an important dimension in winning over interest at the cab ranks. Existing Swinton customers and any customers that took out a quote would receive a Swinton Mystery Tipper sticker to place in their cab window. The campaign put about the idea of a mysterious woman who would leave a major tip of £1000, but only if the cab was displaying the sticker. This built a sense of expectation and excitement in the target audience.

The year-long campaign drove a 30 per cent increase in business, with response rates up by 130 per cent on the previous year. Success with this campaign has encouraged the client to continue into the current year. The judges enjoyed the good, old-fashioned opportunism of this highly-imaginative campaign.

Marketing Week feature on our Mystery Tipper Campaign

Tags: Award-Winning Marketing Campaign, B2B Marketing, Creativity that gets results, Direct Marketing Agency, Direct Response Advertising Agency, Interactive Marketing Agency, Marketing Week, Mystery Tipper Campaign, Online Marketing Campaign, Red C Marketing Feature, Sales Promotion Agency, Swinton Taxi Insurance

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