Grey Integrated has unveiled its first TV advertising for Cable &
Wireless, part of a pounds 2 million integrated campaign that launches
The project is jointly funded by Granada’s television rental stores, and
will promote C&W’s new TV package before the company launches its
digital offering in the spring.
The TV ads will be part of a campaign that informs customers that the
package is a valid competitor to the digital offering provided by other
The campaign, which also includes outdoor and regional press work, will
run in the Granada TV area.
C&W’s two main franchise areas are London and Manchester, and the
company already trades with Granada on a number of levels due to the
It is possible that a similar venture and campaign will occur in London
in the future, as LWT is part of the Granada group.
The creative theme uses children dressing up as their favourite pop
stars and actors to depict the many different stations available in the
package. Ads will combine C&W’s brand identity with Granada’s in
different degrees, according to the media used. The TV ads will
predominantly carry C&W’s branding.
A spokesperson for C&W explained: ’The ads that Grey Integrated are
creating are more than just DRTV; they are very emotional.
’We are trying to get across the message that even before we launch our
digital services, we can supply a competitive package for our
There is no reason for our customers to go and splash out on a set-top
box at the moment.’