THIS WEEK: Mercury to target homes

Mercury Communications has turned to direct marketing agency Craik Jones for a campaign to declare it still has designs on the residential consumer market.

Mercury Communications has turned to direct marketing agency Craik Jones

for a campaign to declare it still has designs on the residential

consumer market.



Craik Jones resigned its pounds 2m BT account to take on the Mercury

business (Marketing, 25 July). Mercury said the appointment would not

affect its relationship with Howell Henry Chaldecott Lury, and the two

agency’s work would complement each other.



The campaign will launch in September and is designed to persuade

existing and potential new customers that Mercury is still committed to

the residential market. The campaign comes after Mercury’s move last

year to pull out of the high street market and axe its 3000 telephone

boxes.



Mercury has 500,000 residential customers and the campaign will target

high-expense telephone users, either those who work from home or who

make regular long- distance and overseas calls.



The strategy will target only the top tier of BT’s customer base,

avoiding a head-on conflict. Adrian Chamberlain, managing director for

residential customers, said: ‘It’s an irritating myth that we’re no

longer in the residential market. We’re more focused on customers whose

needs we can satisfy.



‘It was widely thought last year that withdrawing payphones was symbolic

that we were pulling out, but it was concentrating our skills,’ he

added.



The campaign will consist of direct response poster ads and direct

marketing.



The Oliver and Claire cartoon characters developed by HHCL for the

business market will not be extended to the below-the-line campaign.

Mercury’s last consumer marketing was through HHCL and featured Harry

Enfield.