A direct marketing campaign developed by The Perth Mint to launch a landmark coin program "Discover Australia" has won the Australia Post WA Direct Mail Award 2006.The win provides a trip for two to the world's largest event for direct marketers - the 2006 DMA annual conference and exhibition to be held in San Francisco.The silver award went to BankWest and The Brand Agency for the launch of the BankWest Lite MasterCard and the bronze award went to B Digital and JMG Marketing for a "Rocketman" program to reposition B Digital as a full service telco.The three judges of Mike Chuter of CUBED Communications, David Bell of MercerBell and the Australia Post national mail marketing manager, Mark Roberts were very impressed with The Perth Mint program which achieved a 12.7 percent cumulative response rate and generated new subscription revenue 40 percent higher than original targets.The campaign offered an exclusive pre-release foundation subscriber offer which included free delivery, matching certificate numbers and a guaranteed issue price."An outstanding result," said Mike Chuter. "It made great use of multiple lists and demonstration of products. The various fulfilment options provided the prospect with choice."David Bell said the campaign was very sharp, making great use of a traditional direct response campaign, executed so well and was rewarded with outstanding results.Mark Roberts said the campaign displayed solid targeting strategy and clear, strong business objectives that were subsequently over-achieved.The BankWest entry positioned the BankWest Lite MasterCard as "Australia's lowest ongoing rate credit card" and involved a traditional mail pack tested against a self-mailer.The aim was to make the application process as easy as possible and position the card as a leader in the credit card market.The self-mailer achieved 850 percent above target and the traditional pack 1066 percent above target.The B Digital entry aimed to generate leads from recently connected customers by offering to add another service and receive a credit, and involved a "scratchie component".It achieved a 21.2% response rate.
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