Rapier has created a humorous direct mail campaign for ntl to offer
enhanced music television services.
The mailing, for ntl:digitalplus, tempts music lovers to switch to an
improved digitalplus service offering four more channels: MTV Base, MTV
Hits, MTV2 and VH-1 Classic.
The agency has included four earplugs in the mailpack. The mailing uses
the line "Four extra music channels for you, and something for the
neighbours", with the idea that the increased use of music channels will
result in higher noise levels.
The mailing includes a free call number to encourage consumers to phone
up and change to digitalplus. The campaign coincides with the news that
ntl has signed one million consumers to its digital services despite
tough conditions in the cable market.
Jane Lockyer, the head of customer marketing at ntl, said: "This
initiative illustrates ntl's commitment to ensuring our customers get
the best possible value for money."
John Townshend, Rapier's creative director, said: "Because the target
market in this instance was clear, music fans already conversant of the
digital product, we were able to go to the next level and have a bit of
fun with the campaign."
The campaign was art directed by Simon Stephenson and written by Matt