2006 Press Releases
DMW Comes Out On Top at New England Direct Marketing Association Awards Show
Wayne, PA - May 15, 2006 - Warren Hunter, president and CEO of DMW, announced that the agency has tied for "Best in Show" at the New England Direct Marketing Association (NEDMA) awards presentation.
DMW received top honors for its "Pulled Over" direct response television commercial created for The Hartford/AARP. The commercial targets AARP-member drivers ages 50 plus.
In developing the winning effort, DMW had to overcome three hurdles. First the target audience had to believe it could save money by switching to the AARP Auto Insurance Program. Second, many members were satisfied with their current carrier and coverage. Finally, television has a broad reach beyond the AARP membership, so the commercial needed to attract new members to AARP. By using a universal experience - being pulled over by a police officer while driving - attention is gained and the barriers overcome. In "Pulled Over," money-saving benefits are cheerfully explained as the driver learns he is paying too much for auto insurance. To overcome the AARP stereotype, a younger on-screen announcer and contemporary backdrop are used.
Initial response was overwhelming. New policies issued and revenue generated far exceeded all forecasts. The cost-per-inquiry was 250-300 percent less than the target. As an added bonus, 40 percent of call volume came from prospective members for AARP.
In addition to tying for NEDMA's "Best in Show," the "Pulled Over" campaign recently was honored with the Professional Insurance Marketing Association's
"Best of PIMA" award.
NEDMA also awarded DMW a Gold Award in its Financial Direct Mail category for "What They Don't Want You to Know" developed for Response Insurance. In the Self Promotion category, DMW's "Goldie Lockes" book was selected to receive a Franklin Award for Excellence.
The New England Direct Marketing Association honors direct marketing excellence each year in categories that include print, direct mail, broadcast, catalog, interactive, other media, technique, integrated multimedia campaigns, and DM on a shoestring. Awards are given based on a combination of factors, including results and the excellence of the marketing solution. For more information, please visit the New England Direct Marketing Association at www.nedma.com.
About DMW Worldwide LLC
DMW is a full-service direct response advertising agency with offices in Plymouth, MA and Wayne, PA. The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Website promotion. Industries served include non-profit, insurance, healthcare, financial services, consumer products, and B2B. Warren Hunter, president and CEO of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW's Website at www.dmwdirect.com.