Cable & Wireless Communications is launching the third and final phase of its 50m brand campaign next week.
The estimated 5m press and poster campaign, through Rapier, adapts some of the 300,000 responses CWC received from consumers in an earlier stage of its campaign, which asked “what can we do for you?”
“The launch phase was critical for us,” says CWC chief executive Graham Wallace. “It required a dramatic amount of everybody’s effort. But this next phase finds us building the brand through its products and services.”
Each execution highlights a different product or service area, requested by CWC consumers, from video on demand to more educational documentaries and cheaper evening telephone calls. The campaign will run for four weeks. The “what can we do?” strapline remains but its position is slightly amended.
But some sources say that CWC has cut back on its original spending plans for the brand launch. And that it had intended to spend a total of 100m between September and the end of this financial year. CWC says that its spending plans have not been altered and that there will be TV work later in the year.
Wallace also reveals that CWC investigated sponsorship of the Millennium Dome, in which its arch rival BT is a founding partner, but decided not to pursue the sponsorship. “We couldn’t see what we could get from it,” says Wallace.
Profile, page 42