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BTopenworld hires Proximity to target creative web users.(Statistical Data Included)(Brief Article)

Campaign

| May 03, 2002 | COPYRIGHT 2002 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

BTopenworld is attempting to build use of its broadband services with direct marketing activity to communicate the benefits of broadband access.

Proximity London has created a mailing that targets senior business people and workers within the creative service industries with the message that broadband internet access can be 40-times faster than using a standard modem.

The direct mail, to 30,000 target customers, includes a flat-pack box that opens up to build a 'swear box'. The creative idea is that the frustration of not having broadband will lead to swearing as stress increases. The mailing uses the line: 'Until you install broadband, we ...

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