Nielsen What's hot in direct mail – July 2009

Nielsen's What's hot in direct mail reveals which recent campaigns are most popular with consumers. The report is a unique new ranking of the UK’s top 10 direct mail campaigns, voted for each month by an independent panel of 10,000 UK consumers.

Who are July 2009's winners?

Zurich Insurance comes top for the second month running with a campaign that wasn’t afraid to laugh at itself: the envelope greeted recipients with an apology – ‘Sorry to turn up uninvited’.

The charity sector features strongly again, this time using storytelling to raise funds. Save The Children’s Labour of Love Appeal mailing highlighted the plight of mothers in Ethiopia, while The Salvation Army focused on the bleak future facing a vulnerable child.

Door drops from Hillarys Blinds and Tesco – third and sixth, respectively – grabbed consumers’ attention, as did the bold approach of Beaconsfield Footwear’s direct mailing.

In the telecoms sector British Sky Broadcasting and Virgin Media competed fiercely for new customers with door drop campaigns promoting their combined TV, phone and broadband packages.