Our South Stand seat mailer for the Rugby Football Union beat hundreds of entries to make the finalists list for the prestigious best Direct Mail Initiative award at the Precision Marketing Response Awards 2007, held at the London Hilton on 26 March.

The piece was mailed to CEOs of blue-chip companies to encourage purchases of executive boxes in Twickenham’s new South Stand. By literally sending them one of the box seats we followed the theme of the integrated campaign, persuading them that they could be there when history is made.

Mailed in a cloth-covered box the piece was a great success and received accolades from industry press. ‘The copy is magical, the whole thing is dead classy and a perfect example of the widget following the brief’, claimed direct marketing reviewers in Marketing Direct in December 2006. They added that, ‘it would make our CEO drool like a Great Dane eyeballing a piece of rump steak.’

Sales figures suggest it did just that.