New campaign: Post Office

Marketing 12-Jan-05

The Post Office is taking on BT with a £5m-plus campaign backing the launch of its HomePhone telephony service. It aims to attract at least 1m customers by 2008, taking 5% of BT's residential business.

HomePhone promises to deliver average savings of 12%-20% compared with BT Option 1, and will be 'competitively priced' against Carphone Warehouse's TalkTalk and Tele2. TV ads break this week on terrestrial and satellite channels, using the strapline 'It may be good to talk, but it's even better when you save money', playing on the old 'It's good to talk' slogan used by BT. The TV campaign will be backed with press ads and the Post Office's biggest ever direct mail push, to 400,000 customers.