WWAV Rapp Collins has created a motorcross-loving chartered
accountant character, Tom Phillips, to persuade business mobile phone
users to switch to One 2 One.
A direct mail pack, which will be sent out to 180,000 small- to
medium-enterprise mobile phone users, contains a mock-up of pages from
On the front cover of the 16-page A5 booklet, which has personal
organiser holes punched into the side, is a printed Post-It note with
the One 2 One logo on it and a hand-written message: ’Discover why Tom
decided to have a One 2 One with us.’ Beneath is a picture of his BSA
Gold Star bike in a rural setting.
Jonathan Spooner, the copywriter for One 2 One at WWAV, said: ’We aim to
raise the age of the product and establish One 2 One as a credible
business brand but we didn’t just want to put it into pinstripes. The
trick in using the diary idea is to appeal to a basic human instinct -
the love of eavesdropping - while smuggling the product benefits
The work, which is accompanied by a letter and two leaflets, was written
by Spooner and art directed by Marc Muggeridge.