BTCellnet is to launch a new flat rate for mobile phone users who call throughout Western Europe, aimed at the 5 million people who travel to the continent on business every year.
One Rate will be available to BTCellnet customers from July 1. It consolidates over 50 different call charges in 14 European countries into one flat rate of 40p (per minute inc VAT) at any time. Business travellers will be able to use the new rate when calling between the 14 European countries or back to the UK. Also, One Rate customers will be able to call 31 European countries from the UK for 20p per minute. One Rate will be advertised as part of BTCellnet’s &£10m rebranding package since changing its name to incorporate BT on May 4 (MW April 15).
The TV and poster campaign will build on the ‘parallel lives’ concept created by Abbott Mead Vickers. BBDO.
It has already been seen in the creative work for the BTCellnet One Phone, which works as a mobile outside the home and a cordless phone inside. The One Rate TV commercial, which features a mother phoning her son from a meeting abroad, has two separate endings. One outcome shows the boy disappointed that his mum can only speak for a short time, the other shows her reading him a bedtime story over the phone, using One Rate.