Royal Mail

Love Draw

"The 'Love Draw' caught the publics imagination. It was unique in that participation in the draw was through an altruistic nomination by the sender of the card: no other major promotional campaign has adopted this route. In addition, the necessity to decorate the mail piece ensured that both the sender and recipient had a more active involvement with their Valentines mail. - CHJM "

Brand	Royal Mail
Agency	Claydon Heeley Jones Mason
Promotion	Prize draw to win a pair of Jaguar XK8 cars. 1,000 romantically themed prizes were also available (including week holidays in Barbados, tickets to Paris, bottles of champagne, meal vouchers).
Mechanic	Prize Draw
Overview	People encouraged to draw a heart on valentine cards they sent in post.
Involvement	The total prize fund was selected via a unique and random selective process. Overseeing the random draw process and advising on the best methodology to follow when presenting both major and other prizes.