Telewest targets BT customers with Unlimited mailer

LONDON - The telecoms provider Telewest is using direct marketing to emphasise how much less stressed customers of its Talk Unlimited service are than those of its rival BT.

Telewest targets BT customers with Unlimited mailer

The mailer, through Rapier, comprises a glossy fold-out brochure. It carries a picture of a frowning forehead. On the front page is the line: "Worried about your next phone bill?"

Running along each worry line is a common phone bill-related concern. When the brochure is opened, the in-side page shows the same picture, but this time with a sticker that once removed, shows a smooth, unwrinkled forehead. The line "Remove phone bill worry lines with Talk Unlimited" runs across the top of the page.

Paul Williams, the television and telephone account director at Rapier, said: "This direct mail is highly creative and engaging but still delivers the product's central benefits quickly and clearly."

Carolyne Whitehill, the telephony marketing manager at Telewest, said: "Using real-life insights has proved successful in the past and clearly differentiates us from the competition."

The campaign was written by David McLagan and art directed by Dean Pinnington. It was sent to BT customers in areas served by Telewest.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).