MANILA, FEBRUARY 6, 2013 – BCD Pinpoint, the only full-service CRM agency in the Philippines, took home the only metal awarded in the direct mail (flat) category at the 2012 Caple Awards held in New York City. Besting 18 global agencies, BCD Pinpoint picked up Bronze for ‘Fahad’s Arm’, a direct mail pack for UNICEF, focused on raising funds for the malnourished children of Mindanao.
Addressing the issue of malnutrition in the Philippines, the direct mail package featured an outer envelope with a 6-cm hole to depict the small space that can fit a malnourished child’s arm and asks donors if they could fit their arms through. The package also included a MUAC-tape (Mid-Upper Arm Circumference), used by field workers as a diagnostic tool for checking if a child is malnourished. The campaign got an ROI of over 205% and 170% more income than projected, all in the span of one year.
According to BCD Pinpoint founder Dickie Soriano, the Caples win is a continuing vindication of the power of direct, at a time when digital channels are all the rage. "It’s not about doing a campaign on FB, or a viral video. It’s about solving a problem for a client, and delivering results with a minimum investment. While we are proud to have won another Caples, we are even prouder that the work we did generated much-needed funds for UNICEF, and brought the plight of Mindanao’s malnourished children to the attention of Filipino donors,” he added.
The Caples International Awards recognizes outstanding creative solutions to direct marketing problems. In 2012, more than 50 of the world’s top creative directors went through more than 700 entries submitted by agencies around the world, to select the best work in 25 categories.
Founded in 1988, the agency began as Pinpoint Inc., a backyard list rental and newsletter operation. Bob Cheong Design of Canhers Pte. Ltd. Singapore bought into the company in 1990, giving birth to BCD Pinpoint, the only full-service direct marketing agency in the Philippines.
It has won several awards from Caples over the years, and also the first agency to win a Cannes Lion, a Gold Echo from the US Direct Marketing Association, and the top prize at the Asian Direct Marketing Awards.
