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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 ...