Post Office launches direct campaign to urge customers to switch phone services

by Julia Pearlman, Brand Republic 04-Apr-05, 07:00

LONDON - The Post Office is launching a direct marketing campaign to promote the new reduced rates of its HomePhone service, which promises to cut prices by 20% for its customers.

Post Office HomePhone, which launched in January 2005, originally offered savings of 12% but is now looking to offer an average saving of up to 20% from April onwards.

A campaign, created by below-the-line agency Joshua, consists of direct mail, telesales and PR. Marketing will also be focused throughout the 15,000 Post Office branches, which deal with up to 29m customers every week.

The Post Office is also targeting customers directly via the Post Office website as well as TV, print, radio, press and poster ads, created by Publicis.

Post Office HomePhone has reduced its evening rates to UK landline numbers by 20% with up to 62% off 0845 and 0870 numbers. The group also claims that one in four HomePhone customers now save more than 20% against BT's Together Option 1.

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