Regional agency scoops DMA grand prix for Royal Mail

image001 (1)Hertford-based The Creative Consultancy has become only the second regional agency to scoop the grand prix at the DMA Awards in over a decade, with its “Lighter Delivery” campaign for Royal Mail replicating the success of Bristol-based Indicia back in 2011.

The B2B campaign centred on Royal Mail’s claim to be UK’s greenest delivery partner due to its reliance on “on-foot” deliveries. As a result, it produces half the CO2 per parcel of any of its competitors and wanted to share the message to open doors with C-suite decision-makers.

The Creative Consultancy developed a highly personalised “box within a box” mailer for each potential client in the target market. The larger box was the equivalent volume of carbon produced in a delivery by any other carrier; the smaller box was half the size, showcasing the 50% less CO2 produced by a Royal Mail delivery.

The stock was fully recyclable, used sustainable inks and a carbon offsetting printer. The boxes could even be re-used when turned inside-out. They were designed to reflect the target brand’s own colours and imagery, and contained a bespoke QR code linking to a dedicated landing page, making sales follow up easier.

In terms of results – often a bone of contention among award judges – 60% of the brands scanned the QR codes on the boxes to visit the landing page. Royal Mail made contact with 100% of the target brands and booked meetings with several.

The sales pipeline opportunity, as a result of the opened doors, has been identified at £27m: an ROI of around 346:1.

When it came to the big gold winners on the night, reigning grand prix holders Ogilvy topped the table with nine, six of which were for Unilever brand Dove. The WPP shop was followed by Rapp on six and TMW Unlimited on three.

However, the judges failed to dish out gold awards on four categories, automotive, B2E, out of home and sustainability.

DMA Awards Committee chair Tony Miller said: “The DMA Awards is all about celebrating diverse talent and rewarding excellence. Winning an award means a campaign has truly made a difference, so every one of this year’s winners will be proud of their achievement.”

DMA managing director Rachel Aldighieri added: “Our awards programme will always celebrate and reward innovative campaigns that deliver impactful messages. Royal Mail’s campaign did just this – showcasing ethical brand values while inspiring meaningful change.”

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