The Challenge Freemans, one of the largest traditional mail order companies in the UK, employs several communications throughout the year, offering a range of incentives to prompt orders from its Big Book catalogues. Operating a 'champion' challenging approach to their communications to ensure the creative offering is constantly refreshed to keep customers interested season after season, Freemans required an effective new idea for Prize Draw promotion and tasked the agency to beat their banker. The Solution From our knowledge of the sector we knew that a realistic or authentic creative style would work best for a Prize Draw, by increasing the perception of winning and distancing itself from the 'junk mail' tag, often associated with the marketplace. Using a number of classic home shopping design techniques to increase the realistic appearance of the concept, in addition to the creation of a unique new format, we were able to produce a pack with stand out based around a chequebook proposition. The Result The mailing outperformed the banker pack across KPI's, which Freemans had been unable to beat in the previous couple of years, and was subsequently rolled out to the majority of the database the following season.

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