Entered by: TMW Unlimited
Project name: Home Sweet Home
Additional agencies: Carat, The Letterbox Consultancy, Lloyd James Digital
The Right to Buy campaign had the tough task of delivering uptake of the scheme on a tight budget among a narrow target group, but one that spans the whole country - people who are eligible to buy their council home. The direct marketing approach blended multiple data sources including proprietary research, audience profiling, digital fingerprinting and Facebook Custom Audiences, resulting in communications that achieved 345% better conversions than the previous wave of the campaign.
Judges' comment: "Simply, the use of data was superior."