10 Marketing IT supplement
B2BM MAR 08 – www.b2bm.biz
SPONSORED BY
NTL TELEWEST BUSINESS THINKS BIG WITH DNX
Business communications giant NTL Telewest Business employed agency DNX to come
up with a campaign to create awareness of its status as one of the UK’s biggest and most
advanced business communications providers
t the beginning of last year, NTL Trafalgar Square. This was used as a focal point
A
Telewest Business identified that it for a press conference to national and trade
needed to reconnect with its target journalists, organised in association with Rainier
audience. This followed a period of considerable PR. The workstation included a desk, chair,
upheaval for the company, which began with its laptop, mug and assorted stationery, all of which
creation in 2006 by the merger of NTL and were specially commissioned.
Telewest, and culminated with the acquisition of The Central London installation was echoed
the combined company by Virgin Group. Even by images of similar outsized items in further
though there were no plans for the business arm iconic locations, such as a deckchair on
to take on the new owner’s identity, it still made Brighton beach and a giant shopping trolley in
sense for NTL Telewest Business to begin a new the Trafford Centre in Manchester. These were
push to its prospective customers. designed to appeal to regional journalists, who
As separate companies, NTL and Telewest were unlikely to be able to travel to London for
THE HOME PAGE OF THE CAMPAIGN MICROSITE
were known for their regional approach to the main conference.
delivering business communications. As a result irresistible and allowed us to show the benefits
of the merger in March 2006, the company Integrated campaign of truly integrated marketing,” says Domi
became a national player and a real alternative The ‘Bigger than you think’ messaging was also Pettifar, joint MD at DNX.
to BT. However there was little awareness of its used in a DM campaign to 9000 prospects, Andrew McGrath, commercial director at
experience and scale – not only amongst designed by DNX. Oversized calculators and NTL Telewest Business, adds, “We needed to
prospects, but also amongst commentators. specially manufactured giant paperclips were raise our profile amongst our potential
NTL Telewest Business therefore sent out as teasers, and a ‘clamshell’ mailer customers, to highlight the size of our network,
commissioned DNX and Rainier PR to develop delivered the full story. The clamshell format our expertise and experience and our ability to
an integrated marketing and PR initiative that was chosen as it starts out as a small mailer and serve the business market. With ‘Bigger than you
would address these issues and generally raise automatically folds out to an impressive size. think’, we achieved exactly this. The PR and DM
its profile. The two key objectives were: Mailers were followed up by an email campaigns worked well taking this message to
1. To generate and build awareness of the campaign and telemarketing, designed to drive the market and we’re pleased with the result.”
company amongst business audiences. prospects to a microsite where they could
2. To position NTL Telewest Business as a register their interest. An internal
leading player in UK business communications. communications campaign was also run within
The primary audience was IT decision NTL Telewest Business.
makers in businesses and the public sector with For every £1 spent on the prospect
a diverse range of job titles, including IT campaign, £168 was generated in lead
director, head of IT, MD, telecoms manager, conversions. Press activity included a spot on
operations manager, purchasing manager and Reuters TV as well as over 50 press and online
network manager. pieces which outshone any previous campaign
The PR element of the campaign carried run by the company in the same year.
similar messages, with the aim of leveraging The integrated marcoms campaign
editorial content to deliver the same message generated 242 leads, representing three per cent
with added weight and integrity. of the total audience, and worth a potential total
of £5 million of new business.
Bigger is better As well as being a commercial venture, the
With a central message of ‘Some things are events surrounding the campaign brought
bigger than you think. Just like us’, the campaign people together within the organisation and
set out to play with the expectations of the created a sense of fun and achievement.
target audience. Each element of the campaign “This campaign played to our strengths as an
utilised imagery and specially commissioned agency and delivered a very credible ROI to our
props to communicate the message, which client. The opportunity to combine DM, on-line,
THE OUTSIZED WORKSTATION IN TRAFALGAR SQUARE
included a giant workstation established in internal coms, PR and some ‘street theatre’ was
WITH NTL TELEWEST BUSINESS MD STEPHEN BENYON
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16