WWAV shows ’diary’ direct mail pack for One 2 One account

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.

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

Tom’s diary.



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

in.’



The work, which is accompanied by a letter and two leaflets, was written

by Spooner and art directed by Marc Muggeridge.



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