Telewest targets BT customers with Talk Unlimited mail-out

The telecoms provider Telewest is using direct marketing to emphasise how much less stressed customers of its Talk Unlimited service are than those of its rival BT.

The mailer, through Rapier, comprises a glossy fold-out brochure. It carries a picture of a frowning forehead. On the front page is the line: "Worried about your next phone bill?"

Running along each worry line is a common phone bill-related concern.

When the brochure is opened, the in-side page shows the same picture, but this time with a sticker that once removed, shows a smooth, unwrinkled forehead. The line "Remove phone bill worry lines with Talk Unlimited" runs across the top of the page.

Paul Williams, the television and telephone account director at Rapier, said: "This direct mail is highly creative and engaging but still delivers the product's central benefits quickly and clearly."

Carolyne Whitehill, the telephony marketing manager at Telewest, said: "Using real-life insights has proved successful in the past and clearly differentiates us from the competition."

The campaign was written by David McLagan and art directed by Dean Pinnington.

It was sent to BT customers in areas served by Telewest.

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