Campaign Direct Awards 2007: Best Media and Entertainment Campaign

Project: If You Can, You Should
Agency: Rapier
Creative director: John Townshend
Art director: Simon Stephenson
Copywriter: John Townshend
Account director: Bianca Bridge
Client: ntl:Telewest

Rapier was charged with developing the first joint-branded campaign following the merger of the cable companies ntl and Telewest. The agency identified that the main thing holding consumers back from embracing cable was the fact they didn't understand what it could do.

Rapier devised a strapline that acknowledged that not everyone has access to cable, while positioning ntl:Telewest as more alluring than other brands: "If you can, you should." The branding elements were kept simple, because the activity would only run for a few months before rebranding again as Virgin Media. A campaign running across TV, press and direct mail highlighted the service's various benefits centring around the strapline. Rapier beat its cost-per-response target by 15.7 per cent.