Cable & Wireless Communications rolls out a 7m press ad campaign this Sunday featuring a money-back promise to BT customers.
It is the first stage of CWC’s 40m below-the-line push, which was split between Grey Integrated and Black Cat last month.
The “three promises” ad, by Grey Integrated, is the first in a series seeking to convert BT customers by promising to save them money.
It offers a “double-the-difference” payment if a saving is not made in the switch from BT to CWC.
Customers can also benefit from retaining their telephone number, a maximum Saturday national call charge of 50p and 100 minutes of local evening free calls every month.
A spokeswoman for BT respond-ed to CWC’s price promises, saying its own discounts could save customers up to 43 per cent: “We may never be the cheapest but we offer excellent value for money.”