For Immediate Release Contact: Linda Barba, Project Marketing, Inc., 610-889-2036 or via e-mail at lbarba@projectmarketinginc.com DMW AND CLIENTS WIN BIG AT 2003 PHILADELPHIA DIRECT MARKETING ASSOCIATION AWARDS

Wayne, PA – June 5, 2003 – Direct marketing agency, DMW, and clients Blue Cross and Blue Shield of Kansas and Anthem Blue Cross and Blue Shield, were honored recently with 2003 Philadelphia Direct Marketing Association (PDMA) Benjamin Franklin Awards for Marketing Excellence.  

DMW was one of the big winners, taking home three of 17 Benjamin Franklin (or “Benny” awards) presented and was the only agency to be honored in three separate categories: “Print,” “Insurance,” and “TV/Infomercial.” 

A response and cost winner – Blue Cross and Blue Shield of Kansas “Ouch” free-standing newspaper insert

Outperforming a present control by 13 percent in response and 5 percent in production efficiency, DMW won in the Benny’s “Print” category.  The project started with a challenge from Blue Cross and Blue Shield of Kansas.  The health insurer came to DMW needing help introducing its new comprehensive major medical plan, AffordaBlue, to the individual consumer market.  The plan had been well received by the small business market when introduced in first quarter 2002.  The challenges were: 1) to overcome market perception that quality coverage is unaffordable or unavailable, and 2) to market the product without promoting rates. 

The resulting program consisted of a broad multi-media approach, including newspaper inserts.  The “Ouch” free-standing insert succeeded in communicating the availability of high-quality benefits, exceptional service, and affordability. 

Beating the “unbeatable” control – Anthem Blue Cross and Blue Shield “Fit Your Life”     

Anthem Blue Cross and Blue Shield had a seemingly unshakable control they had been successfully using to promote their Medicare Supplement plans via direct mail lead generation for years.  The challenge presented to DMW was to develop a creative test giving Anthem’s plan a new and different look – and one that would motivate prospects to respond at higher-than-ever levels. 

The resulting direct mail package – which won a Benny in the “Insurance” category – utilized a die-cut self-mailer format with minimum personalization.  Key execution elements of “Fit Your Life” included attention-grabbing photos, highly targeted copy, and a strong call to action.  Language called out to the market segment of Ohio Medicare beneficiaries between the ages of 66 and 72 as it reinforced benefits and features and emphasized freedom of choice.  The “Fit For Life” package beat the control of five years. 

3-D animation that moves the sales needle – Anthem Blue Cross and Blue Shield “Direct Route”

In the prestigious “TV/Infomercial” category, DMW’s entry was created to market Anthem’s major medical coverage, which offers insurance to individuals under age 65.  The spot, which uses innovative 3-D animation, continues to run as a co-control for Anthem.  It first aired in third quarter 2002 in Kentucky, Ohio, and Indiana. 

The out-of-the-box spot is titled “Direct Route.”  The “star” of the commercial is a highly animated blue line, which serves as the product’s hero.  The highly energetic and personable line squiggles, jumps, and contorts into a variety of shapes and images as it introduces the well-known Blue Cross and Blue Shield card and logo.  An accompanying voice-over touts the plan’s many benefits.  The spot utilized an advanced 3-D animation technique that is attention grabbing and different from what Anthem – or anyone in this insurance arena – has done before.

The Direct Route spot continues to generate leads at a cost per inquiry that is lower than the industry average for this product category – and at 10 to 20 percent below the targeted cost to acquire a lead. 

The Benjamin Franklin Award for Direct Marketing Excellence competition has been a proud Philadelphia tradition for more than 25 years with the “Benny” itself now one of the region’s highest honors in direct marketing and advertising.  A panel of direct marketing experts from the Midwest Direct Marketing Association judged this year’s submissions and honored 17 winners in categories including business to business, consumer products, consumer services, dimensional, multi-media, insurance, Internet-website/banner ads, non-profit, print, self-promotion, and TV/infomercial. 

About DMW

DMW is a full-service direct response advertising agency with offices in Wayne, PA and Plymouth, MA.  The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Website promotion.  Industries served include consumer products, financial services, B2B, non-profit, healthcare, and insurance.  Warren Hunter, president 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.