Jump Response

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Callcredit /// integrated direct mail campaign

Jump Response were recently briefed to create an integrated campaign for Callcredit Information Group’s consumer segmentation tool, CAMEO UK.

CAMEO UK classifies every individual, household and postcode in the UK for use in customer profiling, prospect targeting, market analysis, retail planning and risk for pricing assessment. Using data from the UK Census and Government Open Data sources, as well as Callcredit’s population map of over 50 million UK residents, the tool updates dynamically in real-time to give the most accurate and recent information that reflects changing customer characteristics.

With CAMEO UK, Callcredit wanted to target direct marketing agencies, advertising, PR and marketing agencies. So, using the insight that data experts were becoming increasingly respected within businesses, we created a mailing intended to get people talking (and laughing) within agencies about data and even about ‘geekiness’. Using the glasses supplied, the direct mail pack demonstrates how easy, using CAMEO UK’s extremely user-friendly interface, it is for anyone in the agency to become a data geek as the glasses inevitably get passed around the office.

What we did

///   Jump created three possible concepts, of which the ‘Get your Geek On…’ campaign was selected

///   Created a piece of 3D direct mail, targeting agencies within the marketing industry

///   Wrote and designed press advertising, together with online activity on the microsite, poweredbygeeks.co.uk

 

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