Royal Mail and The Creative Consultancy have taken home the DMA Awards 2023 Grand Prix, after three finalists faced-off live to pitch their respective campaigns to industry experts for the ultimate prize.
“The ‘Lighter Delivery’ campaign sends a powerful message that resonates with audiences far beyond their initial senior decision-maker targets,” said Rachel Aldighieri, MD of the DMA.
“To leave a lasting impression, they developed a compelling creative approach and a bold strategy to visually demonstrate the environmental impact of wasteful courier deliveries.”
The ‘Lighter Delivery’ campaign called for a more sustainable solution to postal deliveries.
To achieve cut-through with retailers’ senior decision makers, the campaign demonstrated how much carbon footprint is wasted in sending packages through its competitors, while also showcasing the powerful impact of direct mail.
“Our awards programme will always celebrate and reward innovative campaigns that deliver impactful messages,” Aldighieri continued.
“Royal Mail’s campaign did just this – showcasing ethical brand values while inspiring meaningful change.”
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The DMA Awards Grand Prix finalists
Two equally impactful campaigns also made their mark with the DMA Awards committee, making it to the shortlist, featuring alongside this campaign for the grand finale.
Women’s Aid, ‘He’s Coming Home’, highlights the horrific reality of the rise of domestic abuse when there is a sports match on and uses the World Cup to capture the attention of audiences to raise awareness of their fight against violence. The awareness raised helps to create safer havens for women.
KFC’s ‘Rewards Arcade’ reinvigorates how consumers interact with a loyalty proposition through tapping into gaming and personalisation.
Tony Miller, chair of the DMA Awards Committee added: “The DMA Awards is all about celebrating diverse talent and rewarding excellence. It is testament to the incredible marketers across the industry that the three finalists come from different sectors, (charity, B2B, and FMCG) all telling powerful stories that resonate with their audiences to produce impressive business outcomes.
“Winning a DMA Award means a campaign has truly made a difference, so every one of this year’s winners will be proud of their achievement.”
Further details about the winning campaign and the full list of DMA Award Winners can be found here.
