The message is simple: if telecoms are a painful issue, Telewest Business will make you feel better. The idea picked up on that medical theme. It was what purported to be a set of x-rays, dramatising Telewest Business’ role in achieving a diverse range of telecoms goals. The final x-ray, featuring a pill bottle, was actually the brochure, which outlines Telewest Business' expertise.

The pack was mailed out between August and November 2003. The campaign generated 141 high quality leads – equating to a phenomenal response rate of 14% - with a potential revenue of £70.5m. In addition, brand tracking through qualitative and quantitative research clearly identified anecdotal feedback proving the campaign’s efficacy in communicating Telewest Business’ ability as a provider of serious telco solutions and in getting Telewest Business high up on any tender shortlist.