BBC TV Licensing campaign wins IDM BPA Diamond

The top prize for the 2007 Institute of Direct Marketing BPA Awards has gone to Proximity London and client BBC TV Licensing for their highly inventive Students Campaign.

Silver was awarded to Watson Phillips Norman for Picture Financial and Bronze went to Mike Colling and Co and Watson Phillips Norman for their Which? Subscriber Acquisition programme.

The winners were announced at the IDM BPA Gala Dinner where the awards, sponsored once again by Occam, were presented by former ITN political correspondent John Sergeant.

Of the winning entry, the BPA judges said: "This year's Diamond Award winner is a wonderful example of using traditional and new media to communicate with a notoriously difficult to reach audience.

"The campaign demonstrated a fresh and imaginative way of tackling a long-term problem".

Of the 2007 award scheme, IDM Managing Director Derek Holder added: "The quality of entries for this year's awards has been outstanding - we were particularly impressed with the wealth of new applications, new technologies and new thinking behind the submissions, confirming that the IDM Business Performance Awards offer an opportunity to capture, salute and celebrate the best of the best".

In a year which has seen some of the highest standards of entry yet, 32 entrants made it to the final stages of judging, ten of which were in contention for the highly prized top award, the BPA Diamond.

The winners are as follows.

The Diamonds (sponsor: Occam).

BPA Diamond winner.

The direct marketing programme judged to have made the most outstanding strategic contribution to overall business success in 2007 is: Client BBC TV Licensing; Agency Proximity London; Campaign TV Licensing Students Campaign.

Silver winner.

Client Picture Financial; Agency Watson Phillips Norman; Campaign Put yourself in the picture.

Bronze winner.

Client Which?; Agencies Mike Colling and Co; Watson Philips Norman; Campaign Subscriber acquisition 2006.

Highly commended.

Client Hewlett Packard; Agency Tidalwave; Campaign Test Drive.

Client Tesco Stores; Agency EHS Brann; Campaign Green Clubcard "rewarding the green consumer".

The Facets: awarded in recognition of excellence in a specific marketing discipline, the 2007 Facet winners are as follows.

Direct - Acquisition.

Winner: Which? / Mike Colling and Co; Campaign: Subscriber acquisition 2006.

Runner-up: Oxfam / Draft FCB; Campaign: "I'm in".

Direct - Retention.

Winner: Carphone Warehouse / WDMP; Campaign: Fashion Picker.

Runner-up: Cats Protection / TDA; Campaign: kit-e-mail.

Direct - Creative.

Winner: Welsh National Opera / in-house; Campaign: "If WNO made you cry last night".

Runner-up: Navigator Responsive Advertising / Navigator Responsive Advertising; Campaign: "Subbuteo pack".

Direct - Innovation.

Winner: Welsh National Opera / in-house; Campaign: "If WNO made you cry last night".

Data - Targeting.

Winner: Royal Mail / DQM Group; Campaign: Reaching movers: Home movers mailing service.

Runner-up: PDSA / EuroDirect; Campaign: Legacy recruitment mailing.

Data - Customer Insight.

Winner: The Pension Service / in-house; Campaign: Odyssey Customer Segmentation.

Runner-up: GB Airways / EHS Brann Discovery; Campaign: The Privilege Programme.

Data - Best use in B2B.

Winner: Royal Mail / DQM Group; Campaign: Haymarket drives sales from using healthy data.

Runner-up: Invitrogen / EMarket2; Campaign: Invitrogen.

Data - Innovation.

Winner: LV= / CACI; Campaign: Optimising marketing strategy to maximise value created.

Digital - Acquisition.

Joint winner: AA / Dare Campaign: AA Car Insurance Trigger Email Programme.

Joint winner: Monarch Airlines / Greenlight; Campaign: Natural search campaign.

Digital - Retention.

Winner: GB Airways / EHS Brann Discovery; Campaign: The Privilege Programme.

Runner-up: Tesco Stores / Forward; Campaign: Tesco Mums' Choice.

Digital - Creative.

Winner: COI-Home Office / Profero; Campaign: Child protection on the Internet: "Smart Online, Safe Offline".

Runner-up: Oxfam / DraftFCB; Campaign: "I'm in" bitunfair.

Digital - Branding.

Winner: Avis Europe / OgilvyOne Worldwide; Campaign: "People are more important than cars".

Runner-up: Barclays / Dare; Campaign: Barclays Premiership - Win a contract.

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