Video Networks in direct push for new phone service

by Daniel Farey-Jones,, Brand Republic 04-Nov-04, 07:00

LONDON – Video Networks is using direct mail as part of a £1m campaign to promote its new HomeChoice home phone service to its London catchment area.

The message of the campaign is that HomeChoice customers have access to the best value home phone service in the UK, in addition to super-fast broadband internet, digital TV and on-demand movies and programming.

The creative, devised by Grand Union, uses the straplines "Now You're Talking" and "Demand More Demand Four" across direct mail, inserts, door drops, press and radio advertising.

The direct mail is going out to 400,000 existing HomeChoice customers, and prospects and leaflets will go out to 600,000 homes.

Vicky Mitchell, marketing director of Video Networks, said: "Having launched our 'Demand More' campaign in September, we have evolved our marketing to introduce the home phone service in a consistent yet creative manner.

"It was key to build upon the sense of entertainment and humour in print and radio to promote the new home phone offering, while making it absolutely clear that HomeChoice has an unbeatable set of products at a fantastic price."

The home phone service will be delivered using carrier pre-selection. Video Networks plans to offer line rental in 2005.

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