Rapier debuts Telewest Broadband drive

LONDON - Rapier has created its first work for Telewest since winning the integrated account from Saatchi & Saatchi last November.

The agency has developed direct mail activity for Telewest Broadband that supports its Talk Unlimited phone service. It is targeting 500,000 households in an attempt to persuade them to buy into the service, which gives customers unlimited calls for a fixed monthly sum.

Rapier's "boo!" creative uses a plain envelope that reveals the word "boo!" in large typeface across the front of the letter. Upon opening the letter, customers are faced with the copyline: "Avoid any nasty surprises when your phone bill arrives."

The mailing, out this month, outlines details of the Talk Unlimited Service, which competes directly with BT's Talk Together offer. The letter includes a question-and-answer section that addresses obvious questions about the service. A half-price connection offer, for £12.50, is also included in the mailing.

Customers then pay £26 a month for unlimited calls.

John Townsend, the creative director at Rapier, said: "The idea is not gimmicky at all. It's a very straightforward proposition."

The pack was art directed by Deb James and the copywriter was Chris Lapham.

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