Why we love a very good direct marketing campaign at Javelin

By Kyla O'Kelly
19 . 01 . 17

Good direct marketing can deliver very good, even extraordinary results. Campaigns that use smart data planning, that are creatively executed with talent and charm, and that are strategically delivered can have a business-changing return on investment.

Here in Javelin, we treat direct marketing with the creative passion it deserves. We’ve been trusted with more than our fair share of great briefs, many of which have been amongst our most interesting, awarded and commercially successful ventures.

Here is a snapshot of some of our recent favourites.


Toyota Customer Acquisition

Toyota Ireland: Customer Acquisition, B2C

Task “Our cars last for ever, so a lot of what our potential customers see is our older models on the road. We have an incredible new stylish range from the Aygo to Rav4 – we need to show more people our product range and how contemporary it is. How should we bring the range to potential conquest buyers proactively and not expect that they will come to us?”

Answer Data profiling allowed us to analyse the existing customer database and assess who we should really be targeting, whether lookalikes or perhaps a different demographic. Having defined our core audience using the census and our own data, we decided targeted direct marketing was the answer. % points were then assigned for those of the 3500 micro areas that fit our key profile most accurately. We decided to target 10% of the available adult population that fit this profile with semi addressed direct marketing at national street level. Strong creative that married softer brand messaging seamlessly with harder tactical messaging was delivered.

Results Post campaign analysis pointed to laser targeting in our profiling. 31% of those who bought a brand new Toyota in the subsequent 3 months had been in our original target data set – a significant % increase over the 10% of population targeted, and a significant % over Toyota’s typical market share.


Arnotts Wonder Card

Arnotts : Wonder Card Loyalty & CRM programme

Task When Arnotts briefed Javelin to develop the naming, identity and launch for their new loyalty programme, it was a dream of a brief. Accompanied by tear sheets of examples of brands’ work that our client loved as a guide, along with a great set of product propositions, they let us loose to create.

Answer The loyalty programme was unique in its make-up and offering and would leapfrog all other older Irish retail loyalty offerings to be best–in-class – the final agreed naming of the programme as the “Wonder Card” the look and feel and the advertising proposition “Unconditionally Yours” were derived directly from the unique product benefits. No restrictions on using points in the sales, use across every area in the whole store, treats and prizes and points on your birthday, a swift, easy, app experience.

Results The agency identity and design, creative executions for the App, and the direct marketing, digital and advertising launch campaign led to a flood of 100,000 signups in the first 4 months. We were delighted that Arnotts took home the 2015 AIM award for best Mobile campaign, and that Javelin took the Gold Award at the Smart Marketing awards for Best Integrated Campaign, along with a Gold for best Retail Campaign.


BT Lead Generation

British Telecom (BT Ireland) : Lead Generation/Acquisition B2B

Task Launch our new Cloud Contact proposition to major enterprises in the Irish marketplace, and with a budget of €99,000 deliver a sales pipeline to the BT sales teams of €2 million.

Answer An end to end campaign, using data propensity profiling, Qual and Quant research, 3D direct mail, highly personalised landing pages, cascading triggered e-shots, VIP thought leadership seminars, social campaigns via LinkedIn & Twitter, and experiential.

Results This campaign delivered €13 million in pipeline potential, and an actual directly attributable sales figure of €7 million. It also delivered Gold for Best Data Strategy, and Best B2B Campaign at the Smart Marketing Awards.


To start the conversation about DM possibilities for your brand email kyla@javelin.ie for a no strings attached chat.