APS Group managed both the creative and print aspects of the initial project after winning the deal in a competitive pitch process to run the print marketing scheme for one month during October 2011.

David Dodd, account director of APS Group, said: "We’re really proud to have had the chance to work on this campaign, especially as this is the first time MoneySupermarket.com has experimented with direct mail.

"We felt confident throughout the competitive process because of our extensive experience in the financial services industry and the creative ideas we were able to put forward for both this and future campaigns."

MoneySupermarket.com’s decision to commission a print marketing campaign vindicates it as a medium. It said that moving into print to complement the current online marketing strategies would captivate a wider customer base.

A spokesperson for MoneySupermarket.com said: "As an online brand we wanted to test other marketing channels to broaden our reach further and reinforce our brand to a broader audience. MoneySupermarket.com’s ethos is to help every UK household make the most of their money."

The campaign was directed towards existing car insurance customers using leaflets personalised to the recipient. They were printed using PReS software from Printsoft on a Xerox iGen3 digital press.

The leaflet was made to a bespoke size, designed to look like a car registration plate. This caused some issues for Greater Manchester-based APS Group when ensuring the leaflet was the correct size to be posted while maintaining the registration plate design.

The recipient’s name was printed in block numbers and letters, true to the registration plate style. Designing pieces to be distributed to customers with first names longer than 8 characters led to a few challenges for APS designers as to whether a shorter surname should be used in its place. Rules were created surrounding this issue to ensure that names were centralised regardless of whether surname or first name was used.

Moneysupermarket.com’s financial services PR manager Paul Lawler said: "[The campaign] was a small test which we were happy with."

He declined to comment on future plans to work with the integral marketing services provider but APS Group is confident that the campaign has led to a positive business relationship with the UK’s leading price comparison website.

Dodd said: "We hope that this is the start of a long and successful partnership with MoneySupermarket.com."