Unicarepharmacy wished to create a loyalty programme that would be seen as a no strings attached thank you by customers. The firm aimed to increase frequency and spend from existing prescription customers and patients and to increase customer numbers through friend recommendations. The Unicare Plus programme was launched, and a direct marketing campaign was put in place to drive recruitment. The creative approach involved a particular tone of voice to convey approachability and encourage conversation. Redemption rates through 2010 were extremely high, with a corresponding increase in new customers acquired and customer referrals.

As part of the One Aviva vision, the marketing team used direct marketing to support the establishment of the Aviva branding. Rather than being just a singular communication about a name change, a commercial return was required on the investment, and so it had to work hard. In addition, the initiative needed to reinforce the local and national strengths of the organisation. The campaign resulted in inbound enquiries across the entire product range, thereby facilitating cross selling by generating high quality sales leads. Permissions received also extended the marketable database significantly.

In 2010 Bord Gáis Energy completed a full rebrand of its Boiler Heating division and launched its new Boiler Replacement and Heating Controls product. This sector is highly competitive and price conscious. Given that the launch was concentrated in specific locations, direct marketing played a key role for its precision targeting capability, with the chosen media including bill inserts and bill messaging, online communications, promotions, and targeted direct mail. The results of the campaign reflected a major uplift on 2009 performance figures, extending the product range, generating new revenues and building brand awareness.

Sky Ireland developed its Introduce a Friend campaign during 2010 to leverage the satisfaction of existing customers to acquire new ones. The main mechanism to promote the initiative was direct mail, to take advantage of existing customer address data and further target the mailings to those who would be most likely to refer friends, based on profiling data analysed to date. Response rates were very strong, meeting the objectives of rewarding the ongoing loyalty of existing customers, and providing an incentive for new customers to subscribe to Sky. The campaign accounted for a significant proportion of overall new sales in 2010.

The Ford Spare Parts division faced the challenge of Independent Motor Traders often choosing to use non-Ford spare parts in car servicing. Ford wanted to increase engagement and interaction with this market through direct marketing. The aims of the campaign were to engage this audience, reinforce the quality message about Ford parts, create an increase in programme participation and build sales revenues. DMA researched the market and implemented a direct mail programme involving a competition, resulting in greatly increased participation levels, and a major increase in sales of Ford spare parts in this market in 2010.