Indicia’s campaign for online retailer to break into the mum-and-baby market has clinched the Grand Prix at the 2011 Direct Marketing Association (DMA) Awards, the direct marketing industry’s most prestigious awards, held at the City of London ’s Old Billingsgate.

The campaign by Bristol based Indicia, beat entries from agency- and client-side direct marketers to grab the biggest prize in the industry’s leading awards ceremony. The campaign claimed Gold in three of the DMAs’s 35 categories, with the agency also picking up Gold for its campaign for Tourism Ireland . commissioned Indicia to help them enter the highly competitive mum-and-baby market that is dominated by a number of big brands. To increase market visibility, a microsite was created to host a web-based catwalk fashion show titled ‘Work it Baby’ that showcased products for mums, mums-to-be, babies and toddlers. An audience was built from users of mothers interest websites, such as Mumsnet and were teased with backstage invitations to the fashion show. The integrated campaign featured DM packs, animated banner ads, Facebook ads, Tweets and personalised emails. The campaign generated 121,000 microsite visits, 4,800 new customers and sold 11,000 products.

Sponsored by TNT Post, the DMA Awards is the most prestigious awards programme to recognise and celebrate the best and brightest talents working in today’s direct marketing industry. The DMAs provides winners with the platform to showcase their work and enjoy the acclaim of their peers. Entries were judged by 200 senior professionals with judging teams comprising copywriters, art directors, data planners, media buyers, planners, clients and sector specialists. Each campaign was judged individually and then by group discussion on three key criteria: strategy, creativity and results.

Rt Hon Lord Smith of Finsbury, chairman of the ASA and former Secretary of State for Culture, Media and Sport, served as the chair of the 2011 DMA Awards Panel of Judges. Commenting on the Grand Prix winner, Lord Smith said:

“Indicia’s Very Mum and Baby campaign for stood out because of its genuinely innovative approach to the use and coordination of new media.

“Faced with low recognition results at the outset, they thought intelligently about how to get messages out to their target audience, how to encourage responses from potential customers, how to draw consumers in, and how to drive customer leads and product sales.

“The result has been a higher profile and more sales. This wasn’t just using online space to reiterate messages from traditional space; it was using online space in a new and highly creative way.”

To view the full list of winners at the 2011 DMA Awards, please visit:

Published on: 9:35AM on 13th December 2011