Rapier launches ntl direct mail work

The cable company ntl is running a direct mail campaign to encourage customers to sign up for its telephone service.

The cable company ntl is running a direct mail campaign to encourage customers to sign up for its telephone service.

The mail pack - through ntl's agency, Rapier - will hit ntl's cable TV customers who do not now buy its phone services.

Rapier has split the target audience into two groups to test the success of different messages. One group will receive a message focused on the service's simplicity, while the other group will receive a message that focuses on the cost proposition.

The first pack features a pair of glasses that, when worn, reveal the simple price structure message that is otherwise invisible. The agency formulated this work to show that ntl's offering is clear in comparison with more complex tariffs and call plans offered by its rivals.

Jane Lockyer, a spokesperson for ntl, said: 'We pride ourselves on the fact that our tariffs are easy to understand. That gives us a point of difference. Rapier has created a quirky mailpack that demonstrates this in a way that stands out.'

John Townshend, Rapier's creative director, said: 'The rationale behind this ntl campaign is to communicate a fresh reason to change phone supplier. Research shows that simplicity is a more compelling factor than cost for some. We demonstrate simplicity in a way that actively involves the recipient.'

The copywriter is Hugo Bone and the art director is Tony Clements.

Ntl's share price has suffered recently, down to around a third of its price at the beginning of last year. Cable & Wireless sold eight million ntl shares last weekend.