Jones Mason Barton Antenen is launching its first advertising
campaign since it was formed last year with a heavyweight
through-the-line push for the cable company, Telewest.
The campaign, which stars characters from popular cable shows, is
designed to launch the Telewest brand into the recently acquired
franchise areas of Birmingham, South Yorkshire and the M4 corridor,
where Telewest is a completely unknown brand.
The work is centred around the most basic ’access’ package on offer,
comprising a telephone line and 14 cable TV channels.
The campaign is based around the proposition that there is no reason not
to get cable, and uses a series of posters, press ads and direct
mailings carrying variations on the line: ’daft not to’.
A brawling group on the Jerry Springer Show illustrates the line: ’crazy
not to’; the X-Files’ Mulder and Scully have the line ’weird not to’ and
the Cartoon Network’s Cow and Chicken characters prance around the ’daft
not to’ line.
Nigel Jones, a managing partner of Jones Mason, said: ’The audience we
are targeting consists of people who have been exposed to several cable
campaigns from other operators over the years, but who didn’t respond.
We need to motivate a pretty uninterested audience, so we have to create
maximum impact to provoke them into reconsidering.’