The creative idea focused on dramatising the common denominator in telecoms; the socket in the wall that every phone plugs into. The execution dramatised the thought - and gave it teeth, literally - that this innocent, little box that’s tucked under your desk, was really a parasite eating into your company’s bottom line.The direct mail communication formed the hub of a fully integrated campaign which also consisted of email and telemarketing. The call to action was to call to discuss your requirements or visit a bespoke microsite which contained dynamic content - www.telewest.co.uk/centrex.

The pack formed the hub of the campaign which resulted in 291 fully qualified leads at a cost of £343 per lead for a product with an average sales value of £10,000.The campaign resulted in 645 enquiries with 291 leads being generated, 171 future interests being recorded, and 183 requests for more information surpassing targets. The cost per response was just £155.