Door-step challenge

Precision Marketing, September, 2002

The door-to-door market has witnessed huge growth over the past few years, with expenditure now exceeding outdoor and ratio. As part of a new series, Colin Nimick of OgilvyOne London and Caitlin Ryan of Proximity London review four recent campaigns

Caitlin Ryan

Creative director, Promixity London

PRIZE DRAWS are tricky creatures. They often look like a pimple on the backside of an ad: "Enjoy the THRILL of driving the prestigious X motor vehicle ... oh, and by the way, you could win some money too."

The first piece to be reviewed -- from Freeserve -- has managed to get past that problem and has successfully married the brand values of Freeserve with the offer of a [pounds sterling]100,000 prize. The 'hippie' concept is not the most...