Creative critique.

... Is a weekly look at direct marketing initiatives by a panel of agency creatives. This week, Gareth John, creative director at Langham Works, is impressed with the display of humility shown in both a credit card piece and follow-up drinks mailing.

easyMoney.com Top marks

Instantly recognisable in its ubiquitous orange livery, here is an offer you cannot refuse. This engaging communication invites you to apply for the easyMoney credit card. You are offered a great deal, with the freedom of the Internet to keep costs down. The Stelios-penned letter also offers you a completely personalised credit card, in terms of pricing, features and benefits--you can even choose your ideal interest rate, The pack includes an application form a five-year-old could complete, and a product flyer that you can turn into a paper plane if you are not ready to commit, reinforcing the fact that with easy, you are always in charge. Ten out of ten.

Volvo No fizz

I want to like this pack, but I struggle for a number of reasons, I accept that the analogy between a ring-pull can and the new Volvo D5 may be valid--the first all-aluminium diesel engine--but the execution confuses rather than clarifies. The can is not a can at all, but a flat box with an embossed lid. The outer features e strange combination of bullet points and a homage to the content information that you would find on fizzy drinks packaging. While Volvo believes that diesel is best served in aluminium, perhaps this communication would have been best served in a normal envelope. Responsive handling could have been guaranteed with a personalised letter to link the product leaflet to the unheralded data capture flyer.

Guiness Final plea

Diageo and Guinness very rarely get this type of communication wrong. This data capture piece, designed as a follow-up to a previous mailer, hits the target audience again. The fact that you did not respond previously is addressed immediately with a confidence and charm that is difficult to resist. The headline stating that the enclosed questionnaire could be filled out in less time than it takes to pour a pint of Guinness is completely believable, and the message is supported appropriately by the dual promises of goodies and a pledge not to pester you again.

BT The personal touch

Thin mailing involves a simple, but beautifully executed letter with an envelope that successfully communicates BT's brand values as well as the current campaign style. Although the outer message is fairly generic, there is enough enticement to pursue the highly personalised and relevant information inside. The classic trump card of recognition--in this case acknowledgement that you are a regular caller to Spain--is played expertly.

OKI Printers Home-grown

They don't come much mere impactful than this colourful production from OKI Printers. A dinky watering can and a terracotta pet with appropriate soil and seeds, together with an assortment of weird and wonderful certificates, instructions, name cards, greeting cards and more. It is a tad confusing, but the main message is; stay loyal to OKI Printers ... 'and watch the growth take place right in front of your eyes'. This is the antithesis of a bin-directed business-to-business mailing. And the mailing will be remembered, warming recipients to a sales call. The bombardment of contents grates a little, but this is a sure blockbuster of a mailing. All the more reason to check the basics, however, like some questionable grammar.