New CWC ad campaign makes three promises

Cable & Wireless Communications is launching a new TV campaign through Rapier at the end of the month – its first TV push since the 50m brand campaign last September.

Cable & Wireless Communications is launching a new TV campaign through Rapier at the end of the month – its first TV push since the 50m brand campaign last September.

The campaign is a product push for CWC’s consumer telephone service and will run on national terrestrial and satellite channels.

It continues the direct response advertising theme of the brand campaign’s “What can we do for you?”, with a heavy focus on the freecall 0500 500 500 number.

The ad elaborates on the company’s “three promises” which feature in the current press campaign; a money back guarantee; 100 minutes free local evening calls every month; and a maximum Saturday national call charge of 50p.

One of the three executions in research at the moment features a young woman practising increasingly difficult yoga positions with the three promises as “steps”. Step four is “Ditch boyfriend. Take up yoga”.

The Cable & Wireless logo and “What can we do for you” endline are not shown until the last frame.

A CWC spokeswoman was unable to confirm a figure for the ad spend as the campaign duration and placement has yet to be finalised.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here