Direct Marketing Awards

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"Life is Fusion" | Ford Fusion
Client: Ford Fusion
Title: Life is Fusion
Agency: Zubi Advertising, Coral Gables, Fla.
Although it wasn't a good year for the direct marketing category and no Gold was awarded, this bilingual piece by Zubi for the Ford Fusion stood out and won the only Silver. The glossy, intricately pleated mailer was the best-looking direct mail piece entered, and scored on effectiveness for generating 683 qualified test drives. The agency reported Ford got a 76% incremental sales lift for Fusion vehicles compared with a control group that didn't receive the piece.
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"Boarding Pass" | DirecTV Para Todos
Client: DirecTV Para Todos
Title: Boarding Pass
Agency: Vidal Partnership, New York
This self-mailer looks just like an airline boarding pass. It communicated the benefits of the programming package, in the form of a ticket to TV programming like they had back home. The response rate was 14% higher among Hispanics who received the "Boarding Pass" mailer than for those who didn't, and the net sale rate was 17% better than the unmailed control group.
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